The role of culture and gender in women entrepreneurs based on McClelland’s theory

Nor Hanim Awang (), Norfatiha Othman (), Mohd Shahidan Shaari (), Faiz Masnan (), Leha Saliman (), Roslina Ismail () and Norhayati Sa’at ()
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Nor Hanim Awang: Universiti Malaysia Sarawak
Norfatiha Othman: Universiti Malaysia Terengganu
Mohd Shahidan Shaari: Universiti Malaysia Sarawak
Faiz Masnan: Universiti Malaysia Perlis
Leha Saliman: Universiti Malaysia Sarawak
Roslina Ismail: Universiti Malaysia Terengganu
Norhayati Sa’at: Universiti Malaysia Terengganu

Journal of Global Entrepreneurship Research, 2025, vol. 15, issue 1, 1-15

Abstract: Abstract This study examines how cultural heritage and gender roles shape achievement motivation among 12 women entrepreneurs in the batik and songket industries in Kuala Terengganu, Terengganu and Kota Bharu, Kelantan, East Coast Malaysia, using McClelland’s theory of needs as a conceptual framework. The study operationalizes the constructs of need for achievement (nAch), power (nPow), and affiliation (nAff) to analyze how family attitudes, socialization, inherited skills, and personal interests influence entrepreneurial motivation in heritage business contexts. A qualitative case study design was employed, with participants selected through purposive and snowball sampling from a population of 458 registered entrepreneurs. Data were collected via semi-structured interviews and analyzed thematically to identify patterns linking cultural and gender factors to motivational drives. Findings show that intrinsic achievement motivation (nAch) predominates over profit motives, while nAff and nPow are expressed through collaborative networks and leadership in business operations. The study’s original contribution lies in linking family heritage and gender roles with McClelland’s motivational constructs, providing a framework to support women-led heritage entrepreneurship and preserve Malaysia’s cultural crafts.

Keywords: Culture and gender; Women entrepreneurship; McClelland’s theory; Need for achievement (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s40497-025-00455-2

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