Munich, November 18th, 2015
Amway Global Entrepreneurship Report
2015 Amway Global Entrepreneurship Report Cites Traits, Drive of Entrepreneurs
INAUGURAL AMWAY ENTREPRENEURIAL SPIRIT INDEX ENHANCES RESEARCH
ADA, MI, November 18, 2015 – What country has the highest entrepreneurial spirit? Which characteristics do people associate with entrepreneurs? And how do these manifest across countries and cultures? Answers to these questions catalyzed the 2015 Amway Global Entrepreneurship Report (AGER).
Now in its sixth year, this research takes the public pulse of the state of self-employment around the world. The 2015 AGER delves into the key characteristics of entrepreneurs and the entrepreneurial spirit and introduces the Amway Entrepreneurial Spirit Index (AESI). The AESI measures entrepreneurial spirit in three dimensions including desirability, feasibility, and stability against social pressure derived from acclaimed psychologist Icek Ajzen’s Theory of Planned Behavior.
“Entrepreneurs are shaping the global economy,” advises Amway President Doug DeVos. “Through AGER, we’re exploring their motivations and mindset to ultimately create a more supportive world for entrepreneurs to start up, succeed and sustain their own businesses. The AESI adds new depth to this important research.
”The groundbreaking first survey launched in 2010 as the Amway European Entrepreneurship Report, then expanded worldwide with the 2013 AGER, encompassing 24 countries. This year’s report spans 44 countries, with in person and telephone interviews conducted with nearly 50,000 men and women aged 14-99.
2015 Key Findings
ENTREPRENEURIAL POTENTIAL REMAINS HIGH.
Two in five respondents (43 percent) could imagine starting a business. Men (47 percent) were considerably more willing than women (38 percent). University degree holders and those under 35 years (each 51 percent) showed the most potential. All this said, however, just 10 percent were currently self-employed, sustaining the entrepreneurial gap of 33 percent from 2014.
THE AMWAY ENTREPRENEURIAL SPIRIT INDEX MEASURES ATTITUDE AND POTENTIAL.
The AESI measures three dimensions that influence a person’s intention to start a business. The average for all countries was 51, calculated as the mean of the three areas measuring desirability, feasibility and stability against social pressure: 55 percent of the average expressed the desire to become an entrepreneur; 47 percent felt prepared for entrepreneurship; and 49 percent would not allow their social networks to dissuade them. Men (54) had higher scores than women (47), and those 35 years scored highest among age groups.
Correlated with AGER results, AESI scores revealed that countries with a higher entrepreneurial spirit exhibited more positive attitudes toward entrepreneurship and higher entrepreneurial potential and rates of self-employment.
TOP TRAITS OF ENTREPRENEURS: CURIOUS, UPBEAT, IN CHARGE.
Respondents believed entrepreneurs “like to learn things” (84 percent), “want to enjoy life” (78 percent) and “like to be in charge and tell others what to do” (75 percent). They also characterize business owners as people who “look for adventures and like to take risks” (70 percent), “think the safety of their country is very important” (70 percent) and “like to stand out and impress other people” (68 percent). Those under 35 years (73 percent) are more convinced that entrepreneurs like to “impress others” than any other age group.
INDEPENDENCE AND IDEAS ARE VALUED ABOVE ALL.
The two most compelling factors for starting a business were “independence from an employer, being my own boss” (48 percent) and “self-fulfillment, possibility to realize own ideas” (44 percent), confirming 2014 results. Respondents under 35 years held the strongest belief in “independence” at 53 percent.
It’s noteworthy that all factors to starting a business were less appealing in countries with greater cultural intolerance for uncertainty. Further, in countries with higher economic output, respondents rate self-fulfillment as a much stronger driver for entrepreneurship.
FEAR OF FAILURE IS A CONTINUING OBSTACLE.
Echoing 2013 results when AGER first posed this question, the fear of failure remained a significant hurdle (70 percent). Men and women were equally fearful and, in most countries, younger people were most afraid. “Financial burdens” (41 percent) and “threat of the economic crisis” (29 percent) were the factors feeding this fearfulness most.
POSITIVITY PREVAILS, AGAIN.
Affirming 2014 results, 75 percent held positive attitudes toward entrepreneurship. In 2015, 81 percent of respondents under 35 years were the most optimistic. Men and women shared similar positivity, at 76 and 74 percent respectively.
“The entrepreneurial spirit is clearly and convincingly alive around the world,” adds DeVos. “The desire to start a business is there, and now we must use these insights to gain more cultural awareness and acceptance of the economic and social impacts of business owners provide.”
Amway partner and Chair for Strategy and Organization at Technische Universität München (TUM) Prof. Dr. Isabell M. Welpe agrees. “The positive attitude and potential for entrepreneurship remains high globally, especially among younger generations. Yet a mere 10 percent of respondents are self-employed. This research sheds new light on how to close this gap of unused entrepreneurial potential.”
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ABOUT THE AMWAY GLOBAL ENTREPRENEURSHIP REPORT (AGER)
The 2015 AGER was conducted by Amway, in partnership with the Chair of Strategy and Organization of the School of Management, TUM in Munich, Germany. Fieldwork was completed by the Gesellschaft fuer Konsumforschung, Nuremberg, from April through July. Results are shared with the scientific community, including the 44 AGER academic advisors and all interested think tanks and academic and public institutions.
ABOUT AMWAY™
Amway is a $10.8 billion direct selling business based in Ada, Michigan, USA. Top-selling brands for Amway are Nutrilite™ vitamin, mineral and dietary supplements, Artistry™ skincare and color cosmetics, and eSpring™ water treatment systems – all sold exclusively by Amway Business Owners. Global sales in 2014 made Amway the #1 direct selling business in the world, according to the Direct Selling News 2015 Global 100. For company news, visit globalnews.amway.com.
Munich, November 18th, 2014
Global Entrepreneurship Report
AMWAY™ Releases the 2014 Amway Global Entrepreneurship ReportInternational Study Reveals Attitudes Toward Self-Employment
Are entrepreneurs born or made? And what drives them to start their own businesses? These questions were posed by the 2014 Amway Global Entrepreneurship Report (AGER), an annual survey that takes the public pulse on the state of self-employment around the world. This year’s report explored entrepreneurship education.
Unique in its broadness and regularity, the AGER fosters global discussion on entrepreneurship and raises awareness of the significant role entrepreneurs play in modern economies. The groundbreaking first survey launched in 2010 as the Amway European Entrepreneurship Report, then expanded worldwide with the 2013 AGER, encompassing 24 countries. This year’s report spans a record 38 markets, with face-to-face and telephone interviews conducted with 43,902 men and women aged 14-99.
“Entrepreneurs play an important role in growing economies,” said Amway Chairman Steve Van Andel. “They create jobs, encourage competition and help communities grow and flourish. As the business environment has changed through the years, so have the reasons people decide to venture out on their own. We hope this report advances the discussion on entrepreneurship and leads to a deeper understanding of what can be done to encourage and better prepare more people around the world to start businesses of their own.”
2014 Key Findings
The AGER reveals that entrepreneurship is highly valued around the world. Consider these key findings:
Entrepreneurs can be made.
At a resounding 63 percent, global respondents reported that they believe entrepreneurship can be taught. Those under age 35 held the strongest beliefs (70 percent), while men and women were virtually of the same opinion, at 64 percent and 63 percent respectively.
Education is everything.
Respondents rated the most crucial aspect of entrepreneurship education as “basic business skills” (42 percent), followed by “leadership and management skills” and “entrepreneurship in practice,” at 37 percent each. “Schools and secondary education” were their classrooms of choice (36 percent), with “special start-up programs” and “universities, higher education” second and third, at 33 percent and 32 percent respectively. Yet just four in ten (43 percent) found their educational options satisfactory.
Positivity prevails.
On average, 75 percent of respondents have positive attitudes toward entrepreneurship – an increase of four percent – with those under 35 years the most optimistic, at 80 percent. Entrepreneurial potential remained high as well, with two out of five respondents (42 percent) saying they can imagine starting a business. Findings showed a correlation between these two factors: In countries where people were more positive about entrepreneurship, a higher percentage can also imagine starting a business. However, only nine percent of global respondents are currently self-employed, creating an entrepreneurial gap of 33 percent.
Freedom and fulfillment ring.
When ranking the reasons to choose entrepreneurship, 46 percent said “independence from an employer, being my own boss,” while 43 percent identified “self-fulfillment, possibility to realize own ideas.” As with the 2013 AGER report, these two factors clearly were preferred over income-related aspects – and respondents aged 14-34 years had even stronger beliefs, at 50 percent each. It’s also important to note that the lower a country’s economic output per capita, the less important independence becomes as a driver for entrepreneurship.
"Younger generations are most optimistic about entrepreneurship,” added Amway President Doug DeVos. “The report points to their great potential. We must use this key insight to continue fostering the entrepreneurial spirit and create a global culture that unleashes the capabilities of younger people."
Amway partner and Chair for Strategy and Organization at Technische Universität München (TUM) Dr. Isabell M. Welpe agrees. “Promoting entrepreneurship supports the development of national economies – entrepreneurs advance ideas that enrich our society and our lives. Policymakers should seize this chance by initiating entrepreneurship education targeted at younger generations.”
About the AGER
The 2014 AGER was conducted by Amway, in partnership with the Chair of Strategy and Organization of the School of Management, TUM in Munich, Germany. Fieldwork was completed by the Gesellschaft fuer Konsumforschung (GfK) Nuremberg from April through July 2014. Results are shared with the academic community, including the 38 AGER academic advisors and all interested think tanks and academic and public institutions. Please visit www.AmwayEntrepreneurshipReport.com and www.amwayentrepreneurshipreport.tum.de for more information.
About Amway™
Amway is an $11.8 billion direct selling business based in Ada, Michigan, USA. Top-selling brands for Amway are Nutrilite™ vitamin, mineral and dietary supplements, Artistry™ skincare and color cosmetics, and eSpring™ water treatment systems – all sold exclusively by Amway Business Owners. Global sales in 2013 made Amway the #1 direct selling business in the world, according to the Direct Selling News 2014 Global 100. For company news, visit globalnews.amway.com.
Munich, November 17th, 2014
Amway Global Entrepreneurship Report 2014
Generation Y: Wenig Interesse am Gründen
In kaum einem anderen Land können sich so wenig junge Menschen vorstellen, ein Unternehmen zu gründen, wie in Deutschland. Dabei ist die Mehrzahl der Deutschen überzeugt, dass man nicht als Unternehmer geboren wird, sondern das Unternehmertum lernen kann. Das ergab der Amway Global Entrepreneurship Report 2014, eine weltweite Studie von Amway und Technischer Universität München (TUM) zum Thema Selbstständigkeit. Die Autoren empfehlen deshalb, die unternehmerische Ausbildung schon in den Schulen zu stärken.
Die Generation Y ist nicht auf der Suche nach beruflicher Freiheit, sondern vor allem nach einem sicheren Arbeitsverhältnis. Dies zeigt der Amway Global Entrepreneurship Report, für den rund 44.000 Frauen und Männer in 38 Staaten befragt wurden. In Deutschland haben demnach zwar 59 Prozent der 14- bis 34-Jährigen eine positive Einstellung zur Selbstständigkeit, doch im weltweiten und europäischen Vergleich (je 80 Prozent) liegen junge Deutsche weit zurück. Entsprechend wagen die Ypsiloner nur zögerlich den Schritt in die Selbstständigkeit. Obwohl sich 32 Prozent von ihnen vorstellen können, ein eigenes Unternehmen zu gründen, sind bisher lediglich zwei Prozent diesen Schritt gegangen. Im europäischen (49 Prozent / fünf Prozent) und weltweiten (51 Prozent / sechs Prozent) Vergleich liegt Deutschland auch damit im hinteren Feld.
Deutschland – Kein Gründerland?
Insgesamt sehen sich nur 25 Prozent der Deutschen als potentielle Gründer, während es im EU-Durchschnitt 38 Prozent und weltweit 42 Prozent sind. Obwohl die Deutschen der Selbstständigkeit gegenüber verhaltener sind als andere Nationen, ist jeder zweite davon überzeugt, dass Deutschland ein gründerfreundliches Land ist. Lediglich 40 Prozent der Befragten sind der Meinung, dass Politik und Gesellschaft zu wenig für Gründungswillige tun.
Fragt man die Deutschen nach den Gründen, die berufliche Selbstständigkeit in Betracht zu ziehen, steht für sie die Unabhängigkeit vom Arbeitgeber ganz oben auf der Liste (52 Prozent). Auf Platz zwei: Selbstverwirklichung und die Chance, eigene Ideen umzusetzen (43 Prozent), gefolgt von zusätzlichen Verdienstmöglichkeiten (32 Prozent).
Julia Lutter-Müller, Pressesprecherin von Amway und Leiterin der Studie, sieht hier eine Chance für Deutschland: „Gefragt sind überzeugende Unternehmensideen – auch von nicht akademischen Gründern. Wenn wir es schaffen, die potentiellen Unternehmer zu inspirieren und ihnen früher ökonomische Grundkenntnisse zu vermitteln, werden wir nicht nur den Mittelstand, sondern auch den Innovationsstandort Deutschland langfristig fördern."
Selbstständigkeit: gelernt oder angeboren?
Ob Unternehmens- und Mitarbeiterführung oder Finanzcontrolling: Drei von vier Deutschen sind der Meinung, dass Unternehmertum gelernt werden kann und Unternehmer nicht als solche geboren werden. Die Studie zeigt jedoch: Trotz dieser Meinung nehmen nur wenige an unternehmerischer Ausbildung teil, vor allem nicht die junge Generation. Nur neun Prozent aller Befragten unter 35 Jahren und zwölf Prozent aller deutschen Befragten haben solche Bildungsangebote wahrgenommen. Im weltweiten (23 Prozent) und europäischen (21 Prozent) Vergleich haben dies deutlich mehr Befragte. „Der Kontakt mit unternehmerischer Ausbildung kommt in Deutschland oft nur zustande, wenn man gezielt danach sucht. Um in der Breite ein größeres Bewusstsein für die verschiedenen Möglichkeiten unternehmerischen Handelns zu erreichen, müssten bereits die Schulen im Unterricht stärker auf das Thema eingehen“, sagt Professor Isabell M. Welpe, Inhaberin des Lehrstuhls für Strategie und Organisation an der Technischen Universität München und wissenschaftliche Leiterin der internationalen Studie.
Bewusstsein für Gründerausbildung schaffen
Die Umfrage zeigt allerdings auch, dass in Deutschland das Thema Entrepreneurship kaum mit dem Schulunterricht in Verbindung gebracht wird: Nach der Verantwortung für die unternehmerische Ausbildung gefragt, sind 62 Prozent der Meinung, dass unternehmerische Fähigkeiten durch spezielle Existenzgründungsprogramme von öffentlichen oder gemeinnützigen Organisationen vermittelt werden sollten. 33 Prozent sehen Unternehmen in der Verantwortung, Gründungswillige auszubilden, 24 Prozent Universitäten und Hochschulen. Nur 17 Prozent sind der Ansicht, dass Unternehmertum zum Teil der Schulausbildung werden müsse.
In skandinavischen Ländern dagegen sind Grundkenntnisse zum selbstständigen Unternehmertum bereits im Schulunterricht verankert – und bedeutend mehr Befragte sehen die Schulen in der Pflicht (Finnland 52 Prozent, Schweden 45 Prozent, Dänemark 40 Prozent, Norwegen 29 Prozent). Die Studie zeigt: Dort ist die Einstellung zur Selbstständigkeit wesentlich positiver (Schweden 94 Prozent, Norwegen 93 Prozent, Dänemark 90 Prozent, Finnland 90 Prozent) als in Deutschland.
Studiendesign
Von April bis Juli 2014 wurden über 43.900 Männer und Frauen weltweit ab 14 Jahren zum Thema Selbstständigkeit befragt. Partner des Amway Global Entrepreneurship Reports ist der Lehrstuhl für Strategie und Organisation an der Technischen Universität München (TUM), der die Studie wissenschaftlich begleitet. Durchgeführt wurde die repräsentative Umfrage von der GfK (Gesellschaft für Konsumforschung) in Nürnberg. Weltweit wurden jeweils repräsentative Bevölkerungsanteile in 38 Ländern befragt: Australien, Belgien, Brasilien, China, Dänemark, Deutschland, Finnland, Frankreich, Griechenland, Großbritannien, Indien, Irland, Italien, Japan, Kanada, Kolumbien, Kroatien, Litauen, Mexiko, Niederlande, Norwegen, Österreich, Polen, Portugal, Rumänien, Russland, Schweden, Schweiz, Slowakei, Slowenien, Spanien, Südafrika, Südkorea, Tschechien, Türkei, Ukraine, Ungarn und USA. In China, Kolumbien, Indien, Mexiko und Südafrika wurde die Umfrage nur in Ballungsräumen durchgeführt.
Weitere Informationen zum Amway Global Entrepreneurship Report 2014 unter www.amwayentrepreneurshipreport.tum.de und www.zukunft-selbstaendigkeit.de.
Über Amway
Amway ist ein amerikanisches Familienunternehmen. Als Hersteller von Produkten in den Bereichen Ernährung, Kosmetik und Haushalt ist Amway eines der führenden Direktvertriebsunternehmen weltweit. 1959 in Michigan (USA) gegründet ist Amway heute in über 100 Ländern und Territorien vertreten. Alticor, der Mutterkonzern von Amway, verzeichnete 2013 einen Umsatz von 11,8 Milliarden US Dollar. Seit 1975 ist Amway erfolgreich am deutschen Markt tätig. Zu den Marken von Amway zählen unter anderem die Kosmetiklinie ARTISTRY™, das Nahrungsergänzungsprogramm NUTRILITE™ sowie die Haushaltsreiniger von Amway HOME™. (news.amway.de)
Über Technische Universität München
Die Technische Universität München (TUM) ist mit rund 500 Professorinnen und Professoren, 10.000 Mitarbeiterinnen und Mitarbeitern und 38.000 Studierenden eine der forschungsstärksten Technischen Universitäten Europas. Ihre Schwerpunkte sind die Ingenieurwissenschaften, Naturwissenschaften, Lebenswissenschaften und Medizin, ergänzt um Wirtschafts- und Bildungswissenschaften. Die TUM handelt als unternehmerische Universität, die Talente fördert und Mehrwert für die Gesellschaft schafft. Dabei profitiert sie von starken Partnern in Wissenschaft und Wirtschaft. Weltweit ist sie mit einem Campus in Singapur sowie Niederlassungen in Brüssel, Kairo, Mumbai, Peking und São Paulo vertreten. An der TUM haben Nobelpreisträger und Erfinder wie Rudolf Diesel und Carl von Linde geforscht. 2006 und 2012 wurde sie als Exzellenzuniversität ausgezeichnet. In internationalen Rankings gehört sie regelmäßig zu den besten Universitäten Deutschlands. (www.tum.de) Kontakt
Amway GmbH
Andrea Miller
Corporate Affairs Manager Deutschland
Tel.: +49 89 800 94 103
E-Mail: AGER@amway.com
Technische Universität München
Klaus Becker
Corporate Communications Center
Tel.: +49 89 289 22798E-Mail: klaus.becker@tum.de
Munich, November 18th, 2013
Global Entrepreneurship Report
Encouraging Entrepreneurship By Eliminating The Fear Of Failure
Entrepreneurship continues to enjoy a high reputation worldwide. However, many people don’t put their plans into action. These are the main findings of the Amway Global Entrepreneurship Report 2013 published by Amway and the Technische Universität München (TUM). On average, more than two-thirds (70%) of the population in 24 countries have a positive attitude towards self-employment. 39% of the respondents can imagine starting their own business. A big obstacle is fear of failure: 70% of the respondents feel threatened by it. On the other hand, measures like public funding, start-up loans and entrepreneurship education are encouraging people in their decision to start-up an enterprise.
The Amway Global Entrepreneurship Report 2013 surveyed more than 26,000 women and men in 24 countries worldwide. This year again, the Danish (89%) keep heading the ranking of polled countries, when it comes to positive attitude towards entrepreneurship. Second and third place go to newly added countries: Finland with 87%, and Australia follows with 84%. Like last year, respondents in Austria (40%), Hungary (40%), Portugal (39%), and Germany (37%) show the most negative attitude.
The average self-employment potential in the countries surveyed worldwide is at 39%, that is individuals who can imagine to start up their own business. It is highest in Colombia (63%), Mexico (56%), and Greece (53%), with Greece remaining the European country with great entrepreneurial will (2012: 50%). Once more decreasing, with 26% possibly starting their own business, Germany is on next-to-last place, with only Japan following (17%).
To implement above named potential, political decision makers need to help potential entrepreneurs putting their ideas into action. The number of people confirming to already be self-employed is relatively low. This could be due to the high fear of failure, hindering entrepreneurship (70%). Particularly in countries that have a positive attitude towards entrepreneurship, but cannot imagine starting a business, fear of failure displays a severe obstacle. Especially respondents in Japan (94%), Italy and Czech Republic (each 91%) are frightened of failing with an enterprise. On the contrary, the U.S. (62%), the Netherlands (55%), and Mexico (50%) show high percentages on not being afraid of failing. This fear to fail is composed by different factors, such as “financial burdens up to bankruptcy” (41%) and the “threat of the economic crisis” (31%).
“Entrepreneurship represents a necessary component of our society. Without doubt, potential entrepreneurs seek to realize their ideas and visions – but there are a number of anxieties that hinder the foundation of businesses. These fears need to be eliminated to enable more people to start up their own companies,” explains Prof. Isabell M. Welpe, Chair for Strategy and Organization, Technische Universität München (TUM).
The survey results also yield a clear statement about fostering motives: Respondents name being independent from an employer and realizing own ideas (43%) the dominant motives for starting a business. Income-related aspects such as second income (29%) or return to the job market (19%) were less important.
Given that, encouraging factors to the foundation of business, such as “public funding and start-up loans” (42%), “entrepreneurship education and teaching of business skills” (33%) and “mentoring, support through business networks” (27%) have to be implemented. Furthermore, countries that show a high fear to fail, also long for “low-risk business models”. In Germany (34%), Italy (29%), Hungary, Turkey, and Ukraine (each 26%) it is under the top three factors that encourage entrepreneurship.
“Amway encourages national governments and other public institutions to consider potential entrepreneurs’ interests and constraints, and to take concrete action to remove the stigma of failure,” resumes Michael Meissner, Vice President Corporate Affairs Amway Europe.
Download:
Amway Global Entrepreneurship Report 2013
Survey Design:
Fieldwork: 8th March – 19th May 2013Sample: 26,009 women and men aged 14-9924 Countries: Australia, Austria, Colombia, Czech Republic, Denmark, Finland, France, Germany, Great Britain, Greece, Hungary, Italy, Japan, Mexico, The Netherlands, Poland, Portugal, Romania, Russia, Spain, Switzerland, Turkey, Ukraine, USAMethod: Face-to-face / telephone interviewsInstitute: GfK Nürnberg, Germany
Contact:
Prof. Dr. Isabell M. Welpe
Technische Universität München (TUM)
Chair for Strategy and Organization
Tel: +49.89.289.24814