Entrepreneurial orientation in a franchise system

Kuratka & Hodgetts (2004: 3) introduce entrepreneurship as, 'an integrated concept that permeates an individual business in an innovative manner'. Bolton & Thompson (2003: 69) identify entrepreneurial character themes, constituting the facets of focus, advantage, creativity, ego, team and social. Thompson (2003: 34) further developed a twenty question character theme matrix based on these character themes; to measure entrepreneurial orientation (EO). This empirical study, based on the character theme matrix, is conducted within a franchise system in the home entertainment service sector. Objectives are to evaluate the EO within such a network, highlighting the relative importance of entrepreneurship and allied leadership traits. Based on Beta scores, the regression analysis indicates the leader; followed by the entrepreneur, as the dominant factors towards EO. Extrapolation includes international adaptation and implementation across disciplines and cultural borders. Motivation of the results include input and recommendations toward enhancing an EO within a franchised environment.