In today’s increasingly competitive environment, the franchisee’s ability to respond to the local market (i.e. market responsiveness) plays an important role in sustaining competitive advantage. Grounded in strategic entrepreneurship with entrepreneurial orientation (EO) and the dynamic capability perspective, this study extends research on how EO and the franchisee’s market responsiveness improves franchised-outlet performance. The internal process through which the franchisee’s perceptions of the franchisor’s EO and franchisees’ EO affect franchisees’ financial performance were examined, revealing that the franchisee’s perception of the franchisor’s EO had a direct effect on franchisees’ financial performance but an indirect effect on franchisees’ financial performance through the franchisee’s market responsiveness. Interestingly, the franchisee’s EO was found to have only an indirect effect on franchisees’ financial performance through the franchisee’s market responsiveness, while the franchisee’s market responsiveness had a positive effect on franchisees’ financial performance. Moreover, a franchisee’s perception of the franchisor’s EO was also found to influence a franchisee’s EO.

中文翻译：

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创业导向、动态能力和加盟商绩效：市场响应能力的作用

在当今竞争日益激烈的环境中，加盟商对当地市场的反应能力（即市场反应能力）在维持竞争优势方面发挥着重要作用。本研究以具有创业导向 (EO) 和动态能力视角的战略创业为基础，扩展了关于 EO 和加盟商的市场响应能力如何提高特许经营店业绩的研究。考察了被特许人对特许人EO和被特许人EO的看法影响特许人财务业绩的内部过程，揭示了特许人对特许人EO的看法对特许人的财务业绩有直接影响，但对特许人的财务业绩有间接影响。通过加盟商的市场反应能力来表现。有趣的是，加盟商的EO仅通过加盟商的市场响应能力对加盟商的财务业绩产生间接影响，而加盟商的市场响应能力对加盟商的财务业绩有正向影响。此外，还发现加盟商对特许人 EO 的看法会影响加盟商的 EO。