Dr. Anna Watson - Reader in Marketing at the University of Hertfordshire, United Kingdom et Professeur Invitée à l'IGR-IAE Rennes
En collaboration avec Dr. Olufunmilola (Lola) Dada - Lancaster University (United Kingdom) ; Dr Begoña López-Fernández - University of Oviedo (Spain) ; Dr. Rozenn Perrigot - University of Rennes 1 (France).
Abstract: Through an empirical study of 413 franchisees in three European countries – the UK, France and Spain, this research examines how the franchisee’s entrepreneurial personality trait of proactivity affects the financial and relational performance of franchise units. Whilst there is agreement that franchisee characteristics are important for successful franchise networks, there is little research evidence on how (and which) franchisee characteristics influence franchise unit performance. This study focuses particularly on franchisee proactivity, given the longstanding debate within the franchise literature as to the status, and indeed desirability, of franchisees as entrepreneurs. The results suggest that franchisee performance, in terms of both financial performance and relationship quality, are indirectly enhanced by franchisee proactivity, mediated by entrepreneurial behaviors. Interestingly, there is an additional direct effect on financial achievements and these results are more pronounced in France and Spain (relative to the UK).
Keywords: Franchisee personality, Entrepreneurial Orientation, Proactivity, Culture.