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The impacts of entrepreneurial orientation and market orientation in the franchising industry: empirical evidence from franchisee firms in Vietnam

Bui Thi Thao Hien & Manimekalai Jambulingam

Journal for International Business and Entrepreneurship Development2025https://doi.org/10.1504/jibed.2025.149791article
AJG 1
Weight
0.50

What the paper says

This study investigates the influence of entrepreneurial orientation and market orientation in Vietnam's food and beverage industry, focusing on their mediating roles between environmental dynamism, human capital, and franchisee performance. Using partial least squares path modelling on data from 375 top management levels in franchisee firms, the study finds that environmental dynamism, human capital, entrepreneurial orientation, and market orientation positively impact franchisee performance. Additionally, entrepreneurial and market orientations mediate the effects of environmental dynamism and human capital on performance. The findings suggest that enhancing entrepreneurial and market orientation capabilities can boost franchisee profitability and competitiveness. This study contributes theoretically by integrating internal capabilities and resources with external environmental factors, marking the insightful comprehensive examination of these relationships in the F&B franchise sector. It underscores the critical mediating roles of entrepreneurial and market orientations in enhancing franchisee performance and promotes franchise success.

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https://doi.org/https://doi.org/10.1504/jibed.2025.149791

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@article{bui2025,
  title        = {{The impacts of entrepreneurial orientation and market orientation in the franchising industry: empirical evidence from franchisee firms in Vietnam}},
  author       = {Bui Thi Thao Hien & Manimekalai Jambulingam},
  journal      = {Journal for International Business and Entrepreneurship Development},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1504/jibed.2025.149791},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.