| Summary: | The research involves a cross-cultural exploratory research on personal values and identity
structures of Malay and Chinese entrepreneurs as reflected in their cognitive functioning.
The general focus of this research is to study personal values through indirect measures, as
emerging constructs elicited from cognitive activities. This study adopts a different approach
in that it moves away from the search for a single set of entrepreneurial traits. On the other
hand, examining the personal values of entrepreneurs can be more fruitful. In this context, it
is assumed that entrepreneurs undergo changes in personal values and identity due to changes
in their personal and social situations.
This research integrates nomothetic' (perspective of the general) and 'idiographic'
(perspective of the particular) research methods. The techniques of data collection used are
in-depth interviews, demographic data questionnaire, and Identity Structure Analysis. The
data gathered were analysed using three different techniques namely quantitative and
qualitative account analysis, statistical analysis using SPSS, and Identity Exploration (IDEX-
IDIO and IDEX-NOMO) computer programs.
The research reveals fifteen personal values common to Malay and Chinese entrepreneurs:
'personal independence, trustworthiness, a comfortable life, frugality, perseverance, hard
work utilise and create opportunities, benevolence, versatility, fatalism, risk taking, self
discipline, innovativeness, mutual obligation and reciprocity to family and kinship and high
achievement'. The single personal value found specific to Malay entrepreneurs is 'religious
piety'. On the other hand, the personal values revealed to be specific to Chinese
entrepreneurs are 'sustaining growth and continuity as family business' and 'harmonious
relationships with others'.
The findings from this study show that there are similarities and differences in the identity
structures between both groups of entrepreneurs. Most Malay and Chinese entrepreneurs
have a high level of 'idealistic identification' with 'admired person', 'successful
entrepreneur', and 'most Chinese entrepreneurs'. Chinese entrepreneurs sampled in this
study have a 'moderate' level of 'idealistic identification' with Malay entrepreneurs. Malay
entrepreneurs have a 'moderate' level of 'idealistic identification' with their 'father' whereas
Chinese entrepreneurs' identification can be considered 'high'. Both groups of entrepreneurs
have high self-confidence with regard to their roles as 'an entrepreneur', 'as a husband', and
'as a Malay/ Chinese'.
This research has made considerable contribution to knowledge specifically in the field of
entrepreneurial studies. This empirical research into personal values of entrepreneurs in
general and in particular the linkage with entrepreneur's identity and role expectations
broadened the psychological perspective of entrepreneurs. It is reasonable to qualify this
research as one of the very few studies into personal values and identity structures of
entrepreneurs. More specifically this is the first empirical research not only to compare
personal values and identity of Malay and Chinese entrepreneurs but also Malay
entrepreneurs in general. The study of personal values and identity of entrepreneurs is still in
its infancy. Therefore, further research should be conducted to enrich existing knowledge in
this area.
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