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

Authors: Bui Thi Thao Hien; Manimekalai Jambulingam

Addresses: International University, Ho Chi Minh City, Vietnam; Vietnam National University, Ho Chi Minh City, Vietnam ' School of Management and Marketing, Faculty of Business and Law, Taylor's University, Selangor, Malaysia

Abstract: 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.

Keywords: human capital; environmental dynamism; market orientation; entrepreneurial orientation; franchisee performance; Vietnam.

DOI: 10.1504/JIBED.2025.149791

Journal for International Business and Entrepreneurship Development, 2025 Vol.17 No.3, pp.360 - 383

Received: 18 Apr 2025
Accepted: 22 Jul 2025
Published online: 12 Nov 2025 *

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