Original Research

Entrepreneurial orientation in a franchised home entertainment system

A Maritz, G Nieman
South African Journal of Economic and Management Sciences | Vol 9, No 1 | a1153 | DOI: https://doi.org/10.4102/sajems.v9i1.1153 | © 2014 A Maritz, G Nieman | This work is licensed under CC Attribution 4.0
Submitted: 11 July 2014 | Published: 11 July 2014

About the author(s)

A Maritz,, Australia
G Nieman, University of Pretoria

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This paper fills the gap in the research undertaken into the entrepreneurial orientation of franchisees. The study identifies entrepreneurial orientation within a defined franchise system, using the entrepreneurial character theme matrix developed by Thompson (2002). Research methodology comprises the survey approach, using electronic media and Surveypro analysis (Dillman, 2000). Hypothesis tests highlight the absence of statistically significant entrepreneurial orientation in the franchise system, despite a significant orientation in a multiple-outlet proposition analysis. Conclusions and recommendations include mobilising and communicating the action factors associated with entrepreneurial orientation, involving all franchisees within the system. Managerial implications include the motivation of developing multiple-outlet franchise systems. Future research involves broadening the data set across industries and borders.  


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