Revisiting the contingency theory: dissection of entrepreneurial orientation elements in retail franchisee performance

Purpose This study aims to analyze how various contingencies within the contingency theory influence the entrepreneurial orientation (EO) elements and performance of retail franchisees in a South Pacific Island nation. Design/methodology/approach This study employs a quantitative approach of data collection from 203 managers in a total of 89 retail franchise outlets. Convenience and snowball sampling techniques were used with data analysis...