ABSTRACT

Traditionally, entrepreneurship has been associated with economic and business growth opportunities, economic motives and a profit-driven orientation (Ateljevic and Doorne, 2000; Cederholm and Hultman, 2008). Lifestyle entrepreneurship, on the other hand, has been equated with non-growth businesses and motives that involve balancing family and work obligations (Harris, 2007), as well as a need for flexibility in everyday life, greater personal freedom or the support of a particular lifestyle (Cederholm and Hultman, 2008), generating a family income without leaving the family (Dawson et al., 2011; Marcketti et al., 2006) or merely working with one’s true passion. Thus, a clear orientation towards non-economic motives can be identified among lifestyle entrepreneurs (Morrison, 2006).