Dada, Olufunmilola (Lola); Watson, Anna - In: European Journal of Marketing 47 (2013) 5/6, pp. 790-812
Purpose – The purpose of this paper is to understand the franchisor's perception of the role of entrepreneurial strategic orientation (EO) – innovative, risk‐taking, and proactive actions – within the special case of franchised firms, given the opposing forces for...