Humane Entrepreneurship in the Creative Fashion Industry: Role of Entrepreneurs’ Intuition on Entrepreneurial Decision-making and Performance
Authors: Sanda Mohammed-Aminu , Ama Afun Lilian , Alacovska Anna , Berko Damoah Obi 
Published: October 2023

The purpose of this study was to identify the humane-oriented factors that are predictive of creative entrepreneurs’ intuition, decision-making and entrepreneurial performances, and also to establish the dynamics between their intuitions, decision-making and entrepreneurial performances when engaged in their entrepreneurial activities. The study was informed by the realization that the traditional concept of entrepreneurship has mainly focused on new venture creation with the entrepreneur at the centre of all entrepreneurial activities. But with the changing tide of conceptualization, the human aspect of entrepreneurship has evolved as humane entrepreneurship and is operationalized as the pursuit of entrepreneurial growth and humane development for opportunity realization and sustainable organization. Yet, unlike the application of the business aspect of entrepreneurship in established firms, the human aspect of the creative entrepreneurial approaches are often overlooked, and thus represent a knowledge gap. Thus, in the pursuit of filling such gap, exploring the human-oriented dynamics in entrepreneurship has attracted much attention and continue to gain currency in humane entrepreneurship research. In this stead, the following questions were explored relative to creative entrepreneurs’ entrepreneurial activities in the Ghanaian fashion industry. (i) what factors are predictive of the entrepreneurs’ intuitions, and decision-making as well as their entrepreneurial performance. (ii) is there an influencing association between the entrepreneurs’ intuitions, decision-making and entrepreneurial. Using the quantitative philosophical approach informed by the entrepreneurs’ subjective evaluations of their intuitions in decision-making and entrepreneurial performance was enabled, data was obtained from 728 respondents operating in the Ghanaian creative fashion industry. Analytical Findings from principal components analysis identified seven (7) factors that are predictive of the Entrepreneurs’ intuitions in decision-making, eight (8) factors that are predictive of their entrepreneurial decision-making, and ten (10) factors that are predictive of their entrepreneurial performances. The influencing association between the entrepreneurs’ intuitions, decision-making and entrepreneurial is also established. The study outcome provides an important insight on the dynamics of human-factors in creative entrepreneurship and the influencing significance of entrepreneurs’ intuition in their entrepreneurial performances. The insights provide human-oriented perspectives that could enable educators associate with the neuroergonomics constraints in creative entrepreneurship development over the past years and the impact it has, and continue to have, on individuals in developing economies who desire to create business around their creativities. The study outcome provides a good understanding of the influence of creative entrepreneurs’ intuitions on their entrepreneurial performances in the to educators and administrators, which could be used to effectively design a humane-centered creative entrepreneurship skills and practices in the Ghanaian fashion industry.