DEMOGRAPHICS AND OTHER BUSINESS CHARACTERISTICS INFLUENCE ON COUPLES’ WILLINGNESS TO START AGAIN Liang, Chyi-lyi (Kathleen), Department of Community Development and Applied Economics, The University of Vermont, 103 C Morrill Hall, Burlington, Vermont 05405 Dunn, Paul, Entrepreneurship Studies Center, the University of Louisiana at Monroe ABSTRACT This paper reports the results of an on-going national study of entrepreneurial couples to determine the impact of demographics and other characteristics on willingness to start a new venture again. One hundred and sixty-two couples in different business types responded to questions regarding their demographics, other business characteristics, and whether they would start a business again. Most of the respondents revealed willingness to start again, given different demographics and business characteristics. However there seemed to be a consensus among entrepreneurial couples that working with family members indeed created challenges. INTRODUCTION The US economy offers tremendous opportunities for those who want to fulfill their business dreams, however, not all dreams are sweet with a happy ending. The process of the new venture creation involves uncertainty and risks, and the consequences of the entrepreneurial behavior and activities can be positive or negative to their families (Liang, 2002; Liang & Dunn, 2002). Although entrepreneurs and their spouses may or may not hold similar expectations before starting the new venture, the uncertainty and risks could influence each individual’s assessment of the next new venture if they would start again. There have been several entrepreneurship theories and family business theories related to entrepreneurial activities (for example, Bygrave, et. al., 1996, Flora & Flora, 1992, Timmons, 1989; Moore, 1986; Carland & Carland, 2000; Rose, 1995). There seemed to be a missing link between entrepreneurship theories and family business theories associated with individual’s demographics, business characteristics, and new venture experience. One would wonder – Do entrepreneurs and their spouses have the same experience in new venture creation? If not, how do their experiences differ given their demographics and business experience? This article presents results of an on-going study started in 2002 and focuses on the demographics and other business characteristics of entrepreneurial couples (spouse may or may not work in the business), and the impacts of these non-economic factors on their willingness to start a business again. This article included preliminary results from one hundred sixty-two couples in northern Louisiana, and presented comparisons in willingness to start again among entrepreneurs or spouses. The discussion of the results focuses on whether entrepreneurs and spouses have different learning experience in new venture creation given demographics and other business characteristics. LITERATURE REVIEW Previous literature related to entrepreneurship research and family business research usually took two approaches – micro approach and macro approach. In the micro approach, some

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researchers focused on entrepreneurs’ characteristics, motivations, decision-making process, management style, and other business behaviors. Other researchers chose to study family businesses as micro entities and focused on family decision-making as well as interactions between business and family relationship. The macro approach examined the correlations between entrepreneurial behaviors and government policies, labor market, capital investment, global trade, and environmental impacts (Pietrobelli & Rabellotti, 1998; Betancur, 1993; Curran & Blackburn, 1991). Limited researches involved entrepreneurial couples directly across demographics and other business characteristics. The characteristics and motivation of the entrepreneurs have been popular subjects among entrepreneurship and small business studies (Church, 1984; Stevenson, et al. 1999; Bhide, 2000; Longenecker, Moore, & Petty, 2000; Bygrave, 1994; Kuratko & Hodgetts, 1998; Hodgetts & Kuratko, 1995; Sellers, 1995; Shefsky, 1994; Timmons, 1999; Jennings, 1994; Lambing & Kuehl, 1997). These researchers painted a general picture for “a typical entrepreneur” – aiming for high personal achievement, action, control, risks, optimism, opportunity, creativity, and independence. Key factors motivated new venture creation usually included financial improvement, personal achievement, or some triggering events such as industry downsizing or government incentive policies (Pietrobelli & Rabellotti, 1998; Betancur, 1993; Curran & Blackburn, 1991). Although previous studies discussed the uniqueness of the entrepreneurs’ personality, there was little information to link entrepreneurs’/spouses’ demographics or other characteristics to modify their learning experiences after they started the businesses. Family involvement in economic and social activities had appeared in early Marxian and Weberian theories (Flora, et. al. 1992). Recent family business researchers further discussed the family businesses associated with organization, performance, evaluation, competitiveness, and resources (Sirmon & Hitt, 2003; Chua, Chrisman, & Steier, 2003; Stewart, 2003; Dyer, 2003; Hoy, 2003). Much literature discussed positive and negative impacts on business and family relationship when couples working in the business together. Some have argued that the intimate personal relationship interfered with professional decisions, while others supported the dual working relationship that might enhance the growth of the business and personal relationship (Allen, 1995; Baumback, Lawyer, and Kelley, 1973; Bygrave, 1994; Ditcher, 1996; GallopGoodman, 2000; Hisrich & Peters, 1995; Hoover & Hoover, 1999; Jaffe, 1997; Kao, 1989; King, 1988; King, 1998; Liang, 2002; Srikonda, 2000; Stein, 1998; Steward & Danes, 2001; Tate, Scott, & Trueblood, 1985; Ward, 1987; Brodsky, 1996; Longenecker, Moore, & Petty, 2000; Schatz, 2000; Hodgetts & Kuratko, 1998; Page, 1999; Davies, 1999). Other studies provided some insights regarding risks of entrepreneurs who tried to include their spouses in the businesses (Lobel, Googins, and Bankert, 1999; Marer, 2000; Masuo, et. al. 2001; Mattera, 2000; Monk, 2000; Montgomery and Sinclair, 2000; Naphtali, 2000; Scarborough, 2000; Scott, 2000; Scroggins, 1996; Nelton, 1996; Lieberman, 2000; Landes & Frankenberg, 1998; Powell & Foley, 1997; Bures, et al. 1995-1996). These studies had revealed important information related to family issues and challenges to entrepreneurial couples, such as loss of quality family time, difficulties in balancing business and family life, stress and pressure from both family and business responsibilities, diminished support, and lack of communication among family members. However none of these studies discussed the demographics and other business characteristics of entrepreneurial couples related to their business decisions.

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To link existing entrepreneurship theories with family business theories, more questions need to be answered: “What have entrepreneurs and their spouses learned after they started the businesses to modify their decisions on the next new venture, given different demographics and other business characteristics?” It is not clear if entrepreneurs and their spouses have similar learning experience in starting a business, given different age, gender, race, education, business type, and other characteristics. Our research was designed to (1) create a linkage between current entrepreneurship and family business theories; (2) understand entrepreneurial activities and their impacts on entrepreneurs and their families from both entrepreneurs’ and spouses’ perspectives; and (3) discover and evaluate the learning experiences in entrepreneurial activities after the new venture creation corresponding to demographics and other business characteristics. Following the factors identified in previous literature, hypotheses have been developed in this study to test (1) whether there is any difference in learning experience among entrepreneurs or spouses given their demographics and other business characteristics, such as age, gender, race, marital situations (note, some couples were divorced during the interview process), business locations, type of business, years in business, and employees; and (2) whether the demographics and other business characteristics have identical effects on entrepreneurs’ decisions or spouses’ decisions to start a new venture again. METHODOLOGY Two parallel questionnaires were designed in 2002 for entrepreneurs and their spouses to determine how starting and managing a new venture had impacted entrepreneurs and their families. The questions in the survey included demographics and other business characteristics (gender, age, location of the business, years in business, number of employees, etc) and perceptive information (expectations and reality related to new venture creation for entrepreneurs and family members). The responses to the demographics and other characteristics are in “categories”. The responses to the perceptive information are either “agree” or “disagree” with given statements related to expectations and reality in business or in family relationship. These statements originated in previous literature describing how entrepreneurs felt about their businesses decisions and how they felt about the family reactions. In the summer and fall 2002 and spring 2003, senior and graduate students in New Venture Creation and Venture Management classes at a university interviewed a convenience sample of 162 entrepreneurial couples in northern Louisiana. Students were trained and given specific instructions about how to arrange the interview with the couples and how to facilitate the interview. Entrepreneurs and spouses completed the questionnaires independently. It would be preferable to choose a probability sample or a random sample of entrepreneurial couples in the United State. However there are potential technical problems to do so. First of all, it would be difficult to monitor the quality of the responses. Personal feelings and interactions may influence the couples when answering questions about how they evaluate each other, and the couples joined the pre-tests actually revealed these concerns. Second, there is a technical problem to access entrepreneurs and spouses simultaneously in a national random sample using mailed surveys, if spouses do not live with entrepreneurs in the same address. These human and technical concerns will seriously effect the response time, response rate, operating expenses, and labor requirements.

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Cross Tab analysis was applied to compare the demographics and other business characteristics among entrepreneurs or spouses regarding their wiliness to start again. A logistic regression model was applied to verify the second set of the hypotheses indicated in Literature Review: Whether the same demographics and other business characteristics have identical effects on entrepreneurs’ decisions or spouses’ decisions to start a new venture again. DEMOGRAPHICS RELATED TO WILLINGNESS TO START AGAIN The sample profile of the entrepreneurs indicated that the majority respondents were male, while, lived in urban area, and between 30 and 50 years old. The sample profile of the spouses indicated that the majority respondents were female, while, lived in urban area, and between 30 and 50 years old. Majority female entrepreneurs (86.4 percent) and male entrepreneurs (84.2 percent) would start again. Slightly fewer female spouses (80.9 percent) would start again compared to male spouses (84.6 percent). Minority entrepreneurs and their spouses tended to be more willing to start another venture. Rural entrepreneurs (87.5 percent) were a little more inclined to start again than urban entrepreneurs (83.5 percent). However rural spouses (80 percent) were less inclined to start than urban spouses (84 percent). Those entrepreneurs between 30 and 50 years of age were more willing to start a new venture again, compare with those less than 30 and older than 50 years of age. Interestingly younger spouses (less than 30 years old) were more willing to start again, and the spouses became less willing to start again as their ages increased. Younger spouses seemed to be more interested in starting again than entrepreneurs. While middle-aged spouses were less inclined to start again than entrepreneurs, older entrepreneurs and spouses seemed to show similar proportions in willingness to start new ventures again. Married Entrepreneurs with children (86 percent) were more willing to start compared with married entrepreneurs without children (78.6 percent). Married spouses with children (83.1 percent) were also more willing to start new ventures again, compared with married spouses without children (75 percent). Unfortunately several couples considered themselves divorced, separated, estranged, or going through the divorce process during the interview period. The sample number of these divorced or separated couples was too small to reach any meaningful conclusions. None of these demographics significantly influenced the willingness to start from both entrepreneurs’ and spouses’ perspectives, according to Chi Square test and Gamma test. BUSINESS CHARACTERISTICS RELATED TO WILLINGNESS TO START Do business characteristics relate to entrepreneurial couples’ decisions to start businesses again? Previous literature had revealed conflicts and challenges for entrepreneurial couples, and the sample information of this study seemed to provide an interesting phenomenon regarding couples working relationship. There was a statistically significant difference between entrepreneurs’ willingness to start again when their spouse worked in the business. Entrepreneurs were considerably less inclined to start again if their spouse worked full time, more if spouse worked part-time, and even more inclined if the spouse did not work in the business. Spouses who worked in the businesses full-time would be more willing to start again. Interestingly those spouses who did not work in the businesses were also more willing to start. There was a tendency among entrepreneurs who had less than five full-time employees or more than 11 full-time employees were more willing to start again. Spouses were more inclined to

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start again if there were more full-time employees. Entrepreneurs who had previous working experience in the similar businesses seemed to be more willing to start again. Entrepreneurs with more operations experience in other businesses were more willing to start again. However the spouses with less experience in business operation were more willing to start. Entrepreneurs who had more previous experience in the same type of the business were more inclined to start again. Interestingly, spouses with less previous experience in the same type of the business were significantly more inclined to start again using Chi Square test. Entrepreneurs with 6-10 years of other management experience were more inclined to start again than others. Spouses with other management experience were more likely to start again than those with no other management experience. Entrepreneurs who had older businesses, 89.1 percent, were more inclined to start again than others. The spouses in younger businesses (less than 5 years) were more willing to start than other spouses. Business types did not seem to influence entrepreneurs’ or spouses’ willingness to start again. Entrepreneurs, 87.2 percent, and their spouses, 86.5 percent, with $500,000 or more in sales seemed to be more willing to start again. Entrepreneurs were, in general, more inclined to start again regardless to major source of funds than their spouses. WHAT MATTERS MORE – DEMOGRAPHICS OR OTHER BUSINESS CHARACTERISTICS FACTORS The entrepreneurial couples in this sample revealed quite different perceptions on willingness to start again given demographics and business characteristics. Married couples with or without children would be more likely to be willing to start again compared with those couples who had problems in their relationship. Older entrepreneurs seemed to be more likely to be willing to start again, but not the older spouses. Minority entrepreneurs would be less willing to start again, while minority spouses would be more likely to be willing to start again. Urban entrepreneurs seemed to be less likely to be willing to start again, and the urban spouses were more likely to be willing to start again. Male entrepreneurs indicated that they would be less likely to be willing to start again compared with female entrepreneurs. Contrary to entrepreneurs’ responses, male spouses were more likely to be willing to start again compared with female spouses. Entrepreneurs and spouses seemed to have different perceptions on the funding sources and their willingness to start again. Entrepreneurs who relied on other funding sources were less likely to be willing to start again, compared with those relied on personal saving. Entrepreneurs who relied on family savings and loan were more likely to be willing to start again, compared with those used personal savings. Spouses who indicated the funding sources from family savings, loan, and others were less likely to be willing to start again compared to those spouses perceived personal savings as the major fund. Entrepreneurs and spouses in the Distribution businesses were less likely to be willing to start again, compared with those in Retail businesses. Entrepreneurs and spouses in Service and Contractor businesses indicated that they would be more likely to be willing to start again, compared with Retail couples. Entrepreneurs and spouses in younger businesses seemed to be more likely to be willing to start again, compared with couples in older businesses. Entrepreneurs and spouses who bought their businesses would be more likely to be willing to start again, compared with those who started their own businesses. However entrepreneurs and spouses indicated that they acquired businesses in other ways would be less likely to be willing to start again, compared with those who started their own businesses. Entrepreneurs and spouses revealed higher likelihood to be willing to start again when they had 6 to 10 full-time employees, compared with those hired

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less than 5 full-time employees. Previous literature had provided a lot of argument about working with spouses and children in the businesses. Our sample seemed to agree with the literature – it could be very challenging to work with family members in the businesses. Entrepreneurs and spouses both indicated that they would be less likely to be willing to start the business again, if children and spouses worked in the current businesses. Previous working experience in similar businesses or other types of the businesses seemed to influence couples’ perceptions differently. Entrepreneurs with other management experience in similar businesses would be more likely to be willing to start again, compared with those without any similar experiences. However entrepreneurs with operation experience in the same businesses or other businesses seemed to be less likely to be willing to start again. Spouses with operation experience in the same businesses or other businesses seemed to be more likely to be willing to start again. CONCLUSIONS AND IMPLICATIONS This article examined demographics and other business characteristics related to entrepreneurial couples’ willingness to start again, after they run current businesses. Cross Tab analysis discovered that the only demographic variables that had statistically significant differences among entrepreneurs were race, age, and marital situation. There was no statistically difference among spouses’ willingness to start again associated with their demographics. Whether or not the spouses worked in the businesses did influence entrepreneurs’ willingness to start again. Entrepreneurs and spouses whose family members worked in the business seemed less likely to be willing to start again. Number of full-time employees, previous experiences in similar or other businesses, type of businesses, annual sales, and funding sources did not seem to have statistically significant influences on entrepreneurs’ willingness to start again. Among spouses, the variables that had statistically significant differences between those who would and would not start again were previous business experiences and type of business. None of the demographic variables had statistically significant influences on spouses’ willingness to start again. There was a slight tendency, though not statistically significant, for male spouses, minority spouses, urban spouses, and younger spouses to be more willing to start again. In general, entrepreneurs were more inclined to start again than their spouses. That is what one might expect, since the business was more than likely a joined venture and their spouses “went along” with the decision to start. It is possible that most entrepreneurs and their spouses had a positive (or at least not an obviously negative) experience in starting and managing a new venture regardless of their demographics and other businesses characteristics. The findings of the report suggested that (1) entrepreneurial couples might have different perceptions on the decision-making process depending on their demographics and business characteristics; and (2) entrepreneurs and spouses should be aware that being married and working with family members might create challenges and some negative experiences. These results implied the needs of developing diverse strategies in business planning and consultation that would aid entrepreneurial couples to learn from each other’s perceptions. Future studies could (1) continue to expand the sample size across regions and industries; and (2) relate demographics, business characteristics, and other personal characteristics to learn more about the entrepreneurial decision-making process.

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Table 1. Results Of The Logistic Analysis Dependent variable Definition Willingness to start again

Independent variables demographics Marital status (0 – single) MARITAL (1-single with children) MARITAL (2-married with children) MARITAL (3-married without children) Age of the respondent (0-under 30) AGE (1-30 to 50) AGE (2-above 50) Race of the respondent (0-white) RACE (1-others) Location of the business (0-rural) LOCATION (1-urban) Gender of the respondent (0-female) GENDER (1-male)

0 – would not start again 1 – would start again

B Entrepreneur

B Spouse

14.14 8.47 7.95

6.93 1.26 0.72

1.47 0.80

-1.03 -1.32

-1.51

0.48

-0.46

0.25

-0.10

0.14

1.61 0.24 8.86 -2.29*

8.54 -0.58 -1.01 -2.33*

0.14 -0.13 8.02 ---

1.78* -1.86 8.62 10.91

-0.82 -0.13

-1.26 -0.05

0.56 -0.61

0.56 -0.57

-1.22 -0.42 -0.48 -1.03

-0.45 0.27 -0.26 -0.63

0.99

-6.97

4.72

5.92

-0.56

1.56

-4.63

1.79

Independent variables – business characteristics Source of funds (0-personal saving) FUND (1-family saving) FUND (2-loan) FUND (3-gift) FUND (4-others) Business types (0-retail) BUSINESS (1-service) BUSINESS (2-distribution) BUSINESS (3-contractor) BUSINESS (4-others) Year started (0-1 to 5) START (1-6 to 10) START (2-more than 10) How business was acquired (0-started) ACQUIRE (1-purchased) ACQUIRE (2-others) Number of full-time employees (0-5 or less) EMP (1-6 to 10)) EMP (2-more than 10) Children work in the business CHIL (0-no 1-yes) Spouse work in the business SPOU (0-no 1-yes) Other management experience in this business (MGMT (0-none 1-some)) Similar line experience in this business (LINE (1)) Previous operation experience not in this business (OTHEREXP (0-none 1-some)) Previous operation experience in the same business (OPER (0-none 1-some))

Note: “*” indicates statistically significant at 10% significance level.

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