Digital marketing capabilities, entrepreneurial orientation and franchise systems' performance

IF 4.1 3区管理学 Q2 BUSINESS

Management Decision Pub Date : 2024-07-04 DOI:10.1108/md-05-2023-0707

Matheus Dermonde, Bruno Brandão Fischer, Gustavo Hermínio Salati Marcondes Moraes

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Abstract

Purpose

We adopt the conceptual lens of the Dynamic Capabilities Approach to evaluate the relationship between Entrepreneurial Orientation (EO), Digital Marketing Capabilities (DMC), and Performance in Brazilian franchises.

Design/methodology/approach

We applied a survey with franchisors at the Brazilian Franchising Association Expo 2022. Data were collected for 145 franchise systems. We used Partial Least Squares Structural Equation Modeling and tested two distinct models. Model 1 presents the direct effects of EO and DMC on Performance. In Model 2 we include the mediation effect of DMC on the relationship between EO and Performance.

Findings

Aligned with prior literature, in our first model we found a direct association between EO and Performance and between DMC and Performance. In our second model, when analyzing the combination of EO and DMC, we observed a full mediation effect of DMC in the relationship between EO and performance, and an indirect effect of EO on performance.

Originality/value

We advance in the debate of the relationship between EO and Performance in the franchise context, adding to our model the DMC perspective. Findings shed light on the importance of digital marketing capabilities for franchise systems. These elements open important avenues for dedicated research to further understand how digitalization process can be redefining the drivers of performance in entrepreneurial firms.

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数字营销能力、创业导向和特许经营系统的绩效

目的我们采用动态能力法的概念视角来评估巴西特许经营企业的创业导向（EO）、数字营销能力（DMC）和绩效之间的关系。我们收集了 145 个特许经营系统的数据。我们使用偏最小二乘法结构方程模型对两个不同的模型进行了测试。模型 1 显示了 EO 和 DMC 对绩效的直接影响。在模型 2 中，我们加入了 DMC 对 EO 与绩效之间关系的中介效应。研究结果与之前的文献一致，在第一个模型中，我们发现 EO 与绩效以及 DMC 与绩效之间存在直接关联。在第二个模型中，当分析 EO 和 DMC 的组合时，我们观察到 DMC 对 EO 和绩效之间的关系具有完全的中介效应，而 EO 对绩效具有间接效应。研究结果阐明了数字营销能力对特许经营系统的重要性。这些因素为专门研究开辟了重要途径，以进一步了解数字化进程如何重新定义创业公司的绩效驱动因素。

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来源期刊

Management Decision Multiple-

CiteScore

8.20

自引率

8.70%

发文量

126

期刊介绍： ■In-depth studies of major issues ■Operations management ■Financial management ■Motivation ■Entrepreneurship ■Problem solving and proactivity ■Serious management argument ■Strategy and policy issues ■Tactics for turning around company crises Management Decision, considered by many to be the best publication in its field, consistently offers thoughtful and provocative insights into current management practice. As such, its high calibre contributions from leading management philosophers and practitioners make it an invaluable resource in the aggressive and demanding trading climate of the Twenty-First Century.

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