Journal of Business Venturing Insights, Volume 15, June 2021, Pages e00229
Many franchisors seek to enlist military veterans as franchisees because veterans’ military training and experience help them act entrepreneurially without straying outside a franchise's business model. We examine whether efforts to recruit veterans alter the relationship between entrepreneurial orientation (EO) rhetoric in franchisee recruitment material and number of franchises. Using a sample of Franchise 500 firms, we find that veteran recruitment has significant interactions with overall EO, innovativeness and risk-taking. Overall, our results suggest that recruiting veterans as franchisees offers important benefits to franchisors.
Jeremy C. Short, Miles A. Zachary, David J. Ketchen, Entrepreneurial orientation rhetoric and franchise system size: The moderating role of military veteran recruitment, Journal of Business Venturing Insights, Volume 10, 2018.