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International Journal of Business and Management

Vol. 6, No. 6; June 2011

The Measurement of Entrepreneurial Personality and Business

Performance in Terengganu Creative Industry
Muhammad Abi Sofian Abdul Halim
Faculty of Business Management, Universiti Teknologi MARA
21080 Kuala Terengganu, Terengganu, Malaysia
Tel: 60-13-920-4322

E-mail: abisofian@tganu.uitm.edu.my

Associate Professor Dr Shaladin Muda

Faculty of Business and Economics, Universiti Malaysia Terengganu
21300 Kuala Terengganu, Terengganu, Malaysia
Tel: 60-19-934-6600

E-mail: shaladdin@umt.edu.my

Associate Professor Dr Wan Abd Aziz Wan Mohd Amin

Faculty of Business and Economics, Universiti Malaysia Terengganu
21300 Kuala Terengganu, Terengganu, Malaysia
Tel: 60-19-988-5293
Received: October 27, 2010

E-mail: wanabdulaziz@umt.edu.my

Accepted: December 9, 2010

doi:10.5539/ijbm.v6n6p183

Abstract
As the Terengganu creative industry grows from the producing sector into more complexes in industrialization,
entrepreneurship will draw more attention to the need for emphasizing on creative industry. There is a vast of
view to measure the factors which are affected to the growth of business performance. Thus, entrepreneurial
personality becomes as a variable which have a relationship to the business performance in Terengganu creative
industry. Malaysia Handicraft Development (Kraftangan Malaysia) is a government agency that taken
responsibility to assists creative entrepreneurs in developing entrepreneurial characteristic and improving the
business performance. According to previous literatures, several factors of entrepreneurial personality are
strongly contributed to the performance of small and medium business in creative industry, such as; need for
achievement, locus of control, creativity, innovative and also strategy to grab market opportunities. Therefore,
the purpose of this paper is to measure the relationship of entrepreneurial personalities and business performance
among Terengganu creative entrepreneurs who are engaged with the Kraftangan Malaysia, as well as in
Terengganu branch. The output reveals that the result of this study is statistically significant with moderate
correlation in a relationship of entrepreneurial personality and business performance. However, the partial
correlation reveals that the moderating of government initiative is slightly lower correlated toward the relation of
entrepreneurial personality and business performance. Finally, this study implicated two matters that should be
concerned by Terengganu creative entrepreneurs once to become as a satisfaction creative entrepreneurship,
there are; desire to transform the conventional thinking into a new paradigm, and; attempt to change the culture
of life.
Keywords: Entrepreneurial personality, Business performance, Creative industry, Creative entrepreneurs
1. Introduction
The importance of entrepreneurial personality toward business performance is well recognized, as reflected an
increasing number of studies devoted to entrepreneurship in recent years, for example; Shane et al, 2003;
Llewelly et al, 2003; Littunen, 2000; Gartner, 1990; Bird, 1998; and McClleland, 1961. These prior studies have
largely addressed what affected entrepreneurial personality and how it occurs. However, in order to develop

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entrepreneurial personality as empirical study in Malaysia Handicraft development Agency (Kraftangan

Malaysia) that subsequently allows appropriate intervention from this agency perspective, it is necessary to
further investigate the attributes involved in entrepreneurial personality through a framework which has close
connections with business performance.
The creative industries are a new practicing in Malaysia to establish in several sector, and which relate to the
needs of idea to develop arts-making through entrepreneurship. It provides a unique opportunity for designers,
artists, filmmakers, researchers, educators and entrepreneurs to easily connect and collaborate with others to
create new work and develop new product ideas in creative industries. However, most of Malaysia creative
entrepreneurs are not really achieving personality traits in a context of entrepreneurship. In fact, some of them
are not really confident to face challenges in creative industry. Additionally, there are still depending on the
government initiative to assists the product selling, financial, operation and also guiding in their business
management (Hatta Azad Khan, 2006).
Therefore, the purpose of this paper is first; to identify the significant relationship of entrepreneurial personality
toward the business performance, and secondly; is to study the significance of government initiative as a
moderator in a relationship of entrepreneurial personality and business performance. Meanwhile, the scope of
this study is to measure the factors in entrepreneurial personality toward the significance relation with the
business performance among Terengganu creative entrepreneurs who are registered with Kraftangan Malaysia,
Terengganu.
2. Entrepreneurial Personality in Terengganu Creative Industry
The definition of entrepreneurial personality refer to the individual who have the ability to take risk,
innovativeness, knowledge of the market functions, marketing skills and business management skills; which are
influence to the personality traits in a context of cooperation, networking, and also independent in business
(Littunen, 2000). Meanwhile, the term of entrepreneurial personality in this study describe the individual who
are highly motivation in a factor of; need for achievement, locus of control, creative, innovative and grab market
opportunities (Stevenson & Gumpert, 1983; McClleland, 1961; Shane et al, 2003; Rotter, 1966). Nevertheless,
recent research showed that the creative entrepreneurs are much more artistic and creativity reliant than other
factors in entrepreneurial characteristics (Ghouse, 2008). As well as to develop the creative entrepreneurs toward
idealistic, innovation and strategic, Kraftangan Malaysia, Terengganu has taken responsibility to accommodate
facilities, technology, and workshop training program. The aim of this agency is to develop the skill and sense of
entrepreneurship among creative entrepreneurs in Terengganu, in term of innovative, creative, independent, risk
taking, and problem solving.
Previously, creative industry become as a main sector in United kingdom which is contributed to the gross
domestic product in economy, where the growing rate is faster than any other economic sector in a year of 1997
to 2003 (Einarsson, 2002). Terengganu has vast of cultural and creative resources in the fields of performing arts,
visual and fine arts, Islamic calligraphy, film, arts education, literary works and craft which can be further
developed and exploited as well as in United Kingdom. Ministry of Unity, Arts, Culture and Heritage takes
responsibility to ensure the implementation of creative industry in Malaysia becomes reality (Rais Yarim, 2006).
Therefore, an emphasizing of entrepreneurial characteristic in a Malaysia, particularly Terengganu creative
industry becomes essential in developing personality traits which is contributed to the business performance.
3. The Indicators and Variables
Entrepreneurial personality can be seen as underlying characteristic that are causally related to effective business
performance (Litunen, 2000). It is a multi-dimensional construct constituted from different components, such as;
need for achievement (McClleland, 1961), locus of control (Rotter, 1966), creativity (Marcus, 2005), innovative
(Littunen, 2000) and grab market opportunities (McClleland, 1961). Table 1 represents indicators for each
variable in entrepreneurial personalities which are key factors affecting the development of business
performance. Furthermore, government initiative became as a moderating variable to study the significance
changing toward the association of entrepreneurial personality and business performance.
4. Hypothesis and Theoretical Framework
The first aim of this study is to investigate whether a better personality in entrepreneurship will affect to business
performance or vice versa. Based on these theoretical starting points, the first research hypothesis is framed as
follows;
H1: There would be a significance relationship between entrepreneurial personality and business performance.
Furthermore, this study also investigates the role of government initiative as a supportive action to the
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association of entrepreneurial personality and business performance. Therefore, the second hypothesis is framed
as follows;
H2: There would be a significant changing between entrepreneurial personality and business performance if
government initiative become as a moderator.
As well as to discuss the hypothesis of this study, the theoretical framework becomes essential to visualize the
combination of independent variables, dependent variable, and moderating variable in developing of two
hypothesis. Figure 1 represents the relationship of factors of entrepreneurial personality (e.g. need for
achievement, creativity, innovative, locus of control, and grab market opportunities), business performance, and
government initiative.
5. Methodological
Since this study is aimed at addressing the phenomenon of entrepreneurial personality affected to the business
performance, a quantitative approach with designing of questionnaire was adopted so that investigating the
variables was made possible.
As part of this study is involved several crafts products in Kraftangan Malaysia, Terengganu (e.g. batik, ceramics,
wood carving, forest based craft, metal, and songket), researcher has used the stratified random sampling to
clarified each of creative products in the total populations. Around 309 local creative entrepreneurs have been
registered under Kraftangan Malaysia, Terengganu and have trained a wide range of entrepreneurship.
Meanwhile, there are 107 set of questionnaire was distributed to the creative entrepreneurs in Terengganu.
However, there are only 105 respondents were replied the questionnaire represented a diversity of product
categories. Then, the data was entered and analyzed with the Statistical Package for Social Sciences (SPSS)
software program (version 16.0). Table 2 shows the number of population and sample in this study.
6. Data Analysis and Finding
As part of this research is to study the significance relationship between variables in theoretical framework,
bivariate correlation was used to test the H1 and partial correlation used to test the H2 in this study. However, a
descriptive analysis was first conducted before inferential analysis in order to analyses the frequency and
percentage of demographic in entrepreneurial and business profile. Furthermore, this analysis was divided into
four parts, including; the reliability analysis, descriptive analysis on demographic profile, the relationship of
entrepreneurial personality and business performance (H1), and government initiative as a moderating variable
in a relationship of entrepreneurial personality and business performance (H2).
6.1 Reliability Analysis
Based on the reliability analysis, it indicates that most of the variables that has been investigated in this study are
found to be highly reliability, such as; need for achievement (0.822), locus of control (0.761), creativity (0.785),
innovative (0.796), grab market opportunities (0.816), business performance (.0939) and government initiative
(0.950), as well as mention in a table 3. It means that the structure of questionnaire in this study is well
consistence. Table 3 shows the result of reliability of this study.
6.2 Descriptive Analysis on entrepreneurial Profile
A frequency and percentage of respondents in each part of entrepreneurial profile was depicted in table 4
(demographic profile) and 5 (business profile). In term of demographic profile, most of creative entrepreneurs in
Kraftangan Malaysia Terengganu are age in between 31 - 45 (43.8%) and follow by age of 46 55 (29.5%) and
the rest are below 20%. In term of gender, the majority of creative entrepreneurs are male (61%) and female
(39%). Meanwhile, marital status has shown that is 78.1% are married, 12% are widow and only 10.5% are
bachelor. Those operating in creative business form, the majority of their field study are business background
(58.1%), arts (35.2%), social science (4.8%), and science and technology (1.9%). In term of level of education,
the highest contribution is from school which equal to 34.3%, and followed by certificate holder (27.6%),
diploma holder (26.7%), degree holder (10.5%) and master/PhD holder (1.0%).
In term of business profile, the result in Table 5 clearly shows that the majority of creative entrepreneurs who are
registered in Kraftangan Malaysia Terengganu are those operated their business in city area (55.2%), followed by
town area (38.1%), and village (6.7%). In term of business types, there are 60.0% of total respondents are
involved in sole proprietorship, 24.8% are involved in private limited, and only 15.2% are operated in
partnership. Meanwhile, the market size has shown that most of respondents marketed their product in a stated
level (44.0%), followed by national level (36.0%), district level (17.0%) and only 3.0% for international level.
Furthermore, the term of operations has indicated that 42.9% of respondents are operated in between 11 20

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years of operations, 23.8% in between 6 10 years, 21.0% are operated more than 21 years, and only 12.4% are
operated less than 5 years. In term of types of products producing, the highest level of product producing is a
batek product (31.4%), followed by silver product (14.0%), 13.0% for wood carving, forest-based, pewter, and
songket, 3.0% for crystal, 2.0% for ceramic, and 1.0% for leather. All results are shown in table 5 below.
6.3 Hypothesis 1: Relationship of entrepreneurial personality and business performance
Entrepreneurial personality become as a major independent variable which comprises five minor supportive
variables (e.g. need for achievement, locus of control, creativity, innovative, grab market opportunities) to looks
the significance relationship with the business performance. Generally, the first conducted of this analysis is to
test the hypothesis 1, and followed by the measurement of correlation of each factors in entrepreneurial
personality toward business performance.
The results indicate that there was a statistically significant association between entrepreneurial personality
(major independent) and business performance with r=0.649 and p=0.000. The output reveals that the results of
this study are moderately significance relationship. Therefore, we accept the hypothesis and also can be
interpreted that most of entrepreneur in Kraftangan Malaysia Terengganu are moderately have a sense of
entrepreneurship which are contributed to the business performance. These results also supported the literature of
this study as claimed by Littunen (2000), McClelland (1961), Rotter (1966), Marcus (2005), Drucker (1988),
Bird (1989), and Bechetti & Trovoto (2002).
Additionally, there are only two factors of entrepreneurial personality indicate that are moderate correlation with
business performance, there are; grab market opportunities (r=0.564, p=0.000) and Locus of Control (r=0.563,
p=0.000), However, others factors of entrepreneurial personality are not really strong exist but still have a
relationship, such as; innovative (r=0.482, p=0.001), creativity (r=0.451, p=0.005), and need for achievement
(r=0.376, p=0.042). Table 6 mentions the results of coefficient correlations and significance value.
6.4 Hypothesis 2: Government initiative as a moderating variable
Kraftangan Malaysia is a Malaysian government agency which is under Ministry of Unity, Information and
Culture. Kraftangan Malaysia Terengganu is a departments of this agency which is responsible to develop the
creative industry in Terengganu, such as; human capital development, industrialization, technology development,
and also entrepreneurship. Therefore, Kraftangan Malaysia Terengganu plays an importance role to realize the
development of entrepreneurship in Terengganu creative industry. Consequently, an initiative of government
become as a moderating variable in this study to measure the effective action that has been done by government
toward the development of entrepreneurial personality and business performance.
The findings indicate that moderating of government initiatives (Kraftangan Malaysia) was statistically
significant in an association of entrepreneurial personality and business performance with r=0.438 and p=0.000.
Therefore, the result of hypothesis 2 appears that the moderating of government initiative is weakly moderate in
the relationship of entrepreneurial personality and business performance; however, it is still significance. This
finding also agreed with the argument of previous literature, as claimed by; Wan Hashim Wan The (1995), Rais
Yatim (2006), and Hatta Azad Khan (2006). Furthermore, these findings also supported by the result of
diminished significance relationship of variables, such as; locus of control (r=0.446, p=0.002), innovative
(r=0.304, p=0.006), need for achievement (r=0.224, p=0.037) and also creativity (r=0.293, p=0.043). However,
the factor of grab market opportunities (independent variables) is keep in existence in the similar results as
hypothesis 1 (r=0.564, p=0.000). All results are shown in a table 7.
Furthermore, these findings can be interpreted that some of creative entrepreneurs in Terengganu have not taken
the opportunities that was accommodated by Kraftangan Malaysia Terengganu, such as; entrepreneurship
training and development, business facilities, financial assistance, business chain, and marketing. In fact, some
of them are never known the opportunities that were offered by government previously (Wan Hashim Wan The,
1996). In addition, Rais Yatim (2006) was mentioned that some of creative entrepreneurs are still depending on
others government ministries (e.g. Ministry of Entrepreneurship Corporation Development, Ministry of Rural
Area development) which are contribute to the entrepreneurial policies planning, business assisting, and legal
action of creative industry.
7. Implication and Recommendation
Currently, arts-making has been defined as activities which are highly contributed to the business opportunities
as well as in creative industry (Wan Hashim Wan The, 1996; Hatta Azad Khan, 2006; Rais Yatim, 2006).
Additionally, an initiative of Malaysia government become a platform for those practitioners to develop their
entrepreneurial personality toward business performance, such as; need for achievement, locus of control,

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creativity, innovative, grab market opportunities. According to the result of hypothesis 1, the relationship of
entrepreneurial personality in Kraftangan Malaysia Terengganu has a moderate correlation toward the business
performance (r=0.649, p=0.000). However, hypothesis 2 has shown that most of Terengganu creative
entrepreneurs are not really aware the opportunities that was offered by government. Therefore, these findings
implicated that are two matters should be concerned by Terengganu creative entrepreneurs once they want to
become a qualified creative entrepreneurs; there are; desire to transform the conventional thinking into a new
paradigm, and; attempt to change the culture of life.
7.1 Desire to shift the conventional thinking into an entrepreneurial paradigm
As well as to embracing the creative industry become competitive, the practicing of paradigm shift in
entrepreneurship become as a factor to influencing creative industry to become growth, sustainability and
organizational development. The major focus of creative entrepreneurs is the issue of entrepreneurial personality
development which shifting their paradigm in business perceptions. Certainly, creative entrepreneurs should shift
their paradigm from artistic-based performance into entrepreneurial-based performance to activate their business
performance and also to explore the creative industry as a major contribution to Malaysian economy. Therefore,
Terengganu creative entrepreneurs also should take initiative to develop their own personality traits in term of
capable to take challenging task, problem solving, self-confidence, ability to influence events, capable to study
market environment, and also creating a new business strategic.
This implication also agreed with the argument by Wan Hashim Wan Teh (1996), Hatta Azad Khan (2006), and
Rais Yatim (2006) who was mentioned that creative entrepreneurs need to shift their paradigm to become
entrepreneurial traits, in term of profit-oriented and competitive-oriented. According to table 8 (Paradigm shift of
creative entrepreneurs in creative industry) that was highlighted by Wan Hashim Wan Teh (1996), Hatta Azad
Khan (2006), and Rais Yatim (2006), there are six indicators that should aware by creative entrepreneurs in
entrepreneurial paradigm, such as; independently, motivated in arts and business, product focus on customers
appreciation, creative and innovative, profit oriented, and product-value depending on customer perceptions.
7.2 Attempt to change the culture of life
According to Hatta Azad Khan (2006), some of Malaysian creative entrepreneurs are not realize their thinking
toward the vision and mission of the business, strategic planning, develop competitive advantage, and the market
characteristics. In other words, there are ignoring the achievement of their business in a context of looking a
better business improvement, challenging, and set the target. Furthermore, this result implicate that creative
entrepreneurs should change their business culture in a context of business value, thinking and believing. The
practicing of cultural changing in a business management is to change the business philosophy which is directly
affected to the vision, planning, and implementation of business strategic. Schaefer (1989) has highlighted that
the study of cultural change in sociology included the changing of values of thinking, ideas, customs, and social
system of community in their life. The changing concept of business culture in this study is to change the culture
of self-satisfaction toward the business into customer satisfaction. Therefore, the finding of this study has
implicated that Terengganu creative entrepreneurs should attempt to change of their culture of life in a context of
thinking, value, believing, and custom.
8. Conclusion
In summary, the term of entrepreneurial personality of this study discovered several personality traits, such as;
need for achievement, locus of control, creative, innovative, and grab the market opportunities. This quantitative
analysis reveals that the factors of entrepreneurial personality are significance associated with the business
performance. Consequently, the significance results have suggested that the creative entrepreneurs should shift
their paradigm to become more entrepreneurial characteristics and also change their culture in a context of
art-based performance into entrepreneurial- based performance. Beside that, creative entrepreneurs should
change their culture of life to become more on profit and customer oriented.. Therefore, the result of this study
can be realize that a good creative entrepreneurs is individual who are ability take challenge, competitive,
strategic and highly desire in business achievement.
Furthermore, government also should take initiative to specified and structure their policies in development of
entrepreneurial personality, as well as that they have implemented in developing of entrepreneurial skill and
knowledge in an entrepreneurial development program previously. Therefore, the solution and finding of this
study will applicable to a wide range of creative industry in Malaysia that can increase the level of activities in
arts field into a new dimension.

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References
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Bird, B. (1989). Entrepreneurial Behavior. London: Glenview.
Einarsson, A. (2002). Entrepreneurship as a Part of the Creative Industries within the Cultural Sector in a Small
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Kuala Lumpur.
Hatta Azad Khan. (2006). Creative and Cultural Industries in a Context of Globalization. Procedding paper for
Conference of Cultural Arts, Heritage and Arts Education in 21st. Century: Theory and Practice, PWTC, Kuala
Lumpur.
Littunen, H. (2000). Entrepreneurship and the Characteristics of the Entrepreneurial Personality. International
Journal of Entrepreneurial Behavior & Research, 6(6), 103-121.
Llewellyn, D.F., & Wilson, K.M. (2003). The Controversial Role of Personality Traits in Entrepreneurial
Psychology. Journal of Education and Training, 45(6), 96-123.
McClelland, D.C. (1961). Characteristics of Successful Entrepreneurs. Journal of Creative Behavior, 21(3),
53-67.
Rais Yatim. (2006). Ministry of arts, Culture and Heritage: Keynote address in Opening Ceremony of
Conference of Cultural Arts, Heritage and Arts Education in 21st. Century: Theory and Practice, PWTC, Kuala
Lumpur.
Rotter, J. B. (1966). Generalized expectancies for internal versus external control of reinforcement. Psychological
Monographs: General and Applied, 80(1), 1-28.
Schaefer, R.T. (1989). Sociology. New York: McGraw-Hill
Shane, S., Locke, E.A., & Collins, C.J. (2003). Entrepreneurial Motivation. Human Resources Management
Review, 13(5), 86-102.
Stevenson, H. (1983). A Perspective on Entrepreneurship. Harvard Business School Working Paper, 9(21),
384131.
Wan Hashim Wan The. (1996). Malay Handicraft Industries: Origins and Development. Kuala Lumpur: Dewan
Bahasa & Pustaka.

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Table 1. Indicators for each variable

Variables

Indicators

Need for

i.

Achievement

ii. Capable to challenging task

Citation

Looking for a better improvement

Littunen, 2000;
McCleland, 1961

iii. Set the target through own effort

iv. Problem Solving
Locus of Control

i.

Capable to control ones own life

Rotter, 1966;

ii. Self-confidence

Littunen, 2000

iii. Ability of entrepreneurs to influence events

iv. Capable to turning thoughts into action
Creativity

Creativity is the key value of entrepreneurship

Marcus, 2005

Capable to develop new product

Capable to differentiate product
Create strategic planning and implementation
Innovative

i.

Develop current product performance

Littunen, 2000;

ii. Develop current production

Bird, 1989;

iii. Create new source of supply

Drucker, 1988

iv. Create new structure in management

Grab Market

Capable to study market environment

Opportunities

Strong character to face competitors

McClelland, 1961

Strategic to grab opportunities based on strength

Business

i.

Business growth

Performance

ii. Profitability

Bechetti & Trovoto.

2002

iii. Competitive advantage

iv. Manageable
Government

i.

Policies making

Hatta Azad Khan, 2006;

Initiative

ii. Business assisting

Wan Hashim Wan Teh,

iii. Legal and Act

1996

Table 2. Population and sample size

Producers

Population
Frequency

Batik

Sample

Replied

97

31.2

33

33

1.8

Wood Carving

37

12.1

13

13

Forest based fiber

37

12.1

13

13

Pewter

37

12.1

13

13

Songket

37

12.1

13

13

Silver

40

13.0

14

14

Crystal

2.8

Leather

2.8

309

100.0

107

105

Ceramic

Total

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Table 3. Reliability Analysis of Variables

Section

Number
of Cases

Number
of Item

Reliability
Coefficients
ALPHA

Need for Achievement

105

13

0.822

Locus of Control

105

12

0.761

Creativity

105

18

0.785

Innovative

105

13

0.796

Grab Market Opportunities

105

12

0.816

Business Performance

105

30

0.939

Government Initiative

105

15

0.950

Table 4. Demographic Profile

Items

Frequency

Percentage

Gender

Frequency

Percentage

Level of Education

Male

64

61.0

School

36

34.3

Female

41

39.0

Certificate

29

27.6

105

100.0

Diploma

28

26.7

Degree

11

10.5

1.0

105

100.0

61

58.1

Science & Tech

1.9

4.8

Total
Marital Status
Bachelor

11

10.5

Master/PhD

Married

82

78.1

Total

Widow

12

11.4

Field of Study

105

100.0

Total
Age
Below 18

Business

1.9

Social Science

19 - 30

10

9.5

Arts

37

35.2

31 - 45

46

43.8

Total

105

100.0

46 - 55

31

29.5

56 above

16

15.2

105

100.0

Total

190

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Table 5. Business Profile

Items

Frequency

Percentage

Area of Location

Items

Frequency

Percentage

Less than 5 years

13

12.4

Term of Operation

Village

6.7

Town

40

38.1

6 10 years

25

23.8

City

58

55.2

11 20 years

45

42.9

Total

105

100.0

More than 21 years

22

21.0

105

100.0

33

31.4

1.9

Wood Carving

13

12.4

Forest Based Fiber

13

12.4

Type of Business

Total

Sole Proprietorship

63

60.0

Type of Product

Partnership

16

15.2

Batek

Private Limited

26

24.8

Ceramic

105

100.0

Total
Market Size
District

18

17.1

Pewter

13

12.4

State

46

43.8

Songket

13

12.4

National

38

36.2

Silver

14

13.3

2.9

Crystal

2.9

105

100.0

Leather

1.0

105

100.0

International
Total

Total
Table 6. Coefficient Correlations and Significance Value
Independent Variables

Significance

Bivariate
Correlation

Level of Correlation

Need for Achievement

0.042

0.376

Weakly moderate

Locus of Control

0.000

0.563

Moderate

Creativity

0.005

0.451

Weakly moderate

Innovative

0.001

0.482

Weakly moderate

Grab Market Opportunities

0.000

0.564

Moderate

Significance

Partial
Correlation

Level of Correlation

Need for Achievement

0.037

0.224

Very weak moderate

Locus of Control

0.002

0.466

Weakly moderate

Creativity

0.043

0.293

Very weak moderate

Innovative

0.006

0.304

Weakly moderate

Grab Market Opportunities

0.000

0.564

Moderate

Table 7. The Partial Correlation Result

Independent Variables

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Table 8. Paradigm shift of creative entrepreneurs in Malaysia creative industry

Conventional Thinking

Entrepreneurial Paradigm

(Artistic-based Performance)

(Entrepreneurial-based Performance)

1. Dependent

1. Independent

2. Arts motivated

2. Business and art motivated

3. Self-appreciation

3. Consumer-appreciation

4. Creative

4. Creative & Innovative

5. Social oriented

5. Profit oriented

6. Product value depend on producer

6. Product value depend on customer

Need for Achievement

Creativity
Entrepreneurial
Personality

H1

Business

Innovative
Locus of Control

H1

Performance
H2

Grab Market Opportunities

Government
Initiative
Figure 1. Theoretical Framework of Entrepreneurial Personality and Business Performance

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ISSN 1833-3850

E-ISSN 1833-8119