Unravelling Motivations, Collaborative Behaviour and Success of Lifestyle Entrepreneurs: A Cluster Analysis

Abstract

Abstract Purpose This study aims to deepen the understanding of lifestyle entrepreneurs (LEs) by analysing their personal entrepreneurial motivations and examining how these motivations are related to their alliance orientation and business success, defined through firm performance and life satisfaction. While existing research has often focused on LEs in specific industries such as tourism, sports or cultural and creative industries, this study adopts a multi-sectoral approach. It addresses gaps in the literature by investigating the interactions between intrinsic, extrinsic, and familial motivations, and by nuancing the contrast stated in previous research between LEs and growth-oriented entrepreneurs. Design/Methodology A quantitative survey of 176 LEs was conducted across various industries in France. We used a cluster analysis to classify LE profiles, based on their personal entrepreneurial motivations (extrinsic, familial, and intrinsic motivations), following a two-step procedure: ascending hierarchical clustering, then k-means clustering to assign our observations to the different groups obtained. Findings Two distinct profiles of LEs were identified: plural-driven and intrinsic-driven. The two profiles differ primarily through the breadth of their motivations. Plural-driven LEs combine extrinsic, familial, and intrinsic motivations, whereas intrinsic-driven LEs are primarily motivated by personal development. Plural-driven LEs exhibit higher performance, alliance orientation, and a greater geographical embeddedness, but both have high levels of life satisfaction. This suggests that the equally high life satisfaction observed in both profiles is consistent with the very nature of lifestyle entrepreneurship. For LEs, life satisfaction is anchored primarily in the fulfilment of personal development needs rather than in the economic outcomes of the venture. The results also show that life satisfaction and performance constitute two independent criteria of success for this population. Originality/Value This research proposes a multi-sectoral typology of LEs revealing how motivational breadth is linked with success and alliance orientation. It nuances the distinction existing in previous research between LEs and growth-oriented entrepreneurs and demonstrates that lifestyle entrepreneurship extends across all industries, complementing previous studies restricted to specific sectors. It also offers support structures and policymakers a basis for designing interventions adapted to the heterogeneity of this population.