Decision Making in Entrepreneurship
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Decision Making in Entrepreneurship

Selected Joint Papers of Dean A. Shepherd

Dean A. Shepherd

In this volume, Dean Shepherd focuses on the varying topics of entrepreneurship unified through conjoint analysis. Although the topic of entrepreneurial decision making is broad, in doing so, he reveals the mechanisms that come into play during the entrepreneurial decision-making process.
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Chapter 9: Self-Employment as a Career Choice: Attitudes, Entrepreneurial Intentions, and Utility Maximization

Evan J. Douglas and Dean A. Shepherd


This paper investigates the relationship between career choice and people's attitudes toward income, independence, risk and work effort. Entrepreneurs are often described in terms of the strength or weakness of their attitudes in these dimensions. Conjoint analysis was used to determine the significance and nature of these attitudes in choosing one job over another. We also investigated the effect attitudes have on the intention to start one's own business. Significant relationships were found between the utility expected from a job and the independence, risk, and income it offered. Similarity, the strength of intention to become self-employed was significantly related to the respondents' tolerance for risk and their for independence.

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