Should Fast-Food Franchisees Pursue Entrepreneurial Orientation?

Abstract Although it is widely accepted that entrepreneurial orientation (EO) improves firm performance, scholars have advised particular attention should be paid to the context. In this research, we investigate a less explored context of franchising where business systems and procedures are usually dictated franchisees by franchisors. Therefore, whether franchisor allow pursue EO (innovativeness, proactiveness, risk-taking, competitive aggressiveness, autonomy) not clear. franchising, majority prior studies mainly focused on employment as unidimensional construct at level. take bottom-up perspective evaluate impact different dimensions franchisees’ performance. Our analysis multi-group 183 restaurant located in Sweden Iran reveals only pursuit proactiveness aggressiveness franchisee’s performance other do play significant role improving