Rising Stars: Unleashing the Entrepreneurial Drive of Generation Z : An Exploratory Qualitative Case Study On Entrepreneurial Motivation of Generation Z

Background: From 2020 onwards the business environment has changed more than ever, and a new generation is making its way into the workforce. After the Covid-19 pandemic and digitalization created a new normal with hybrid and remote working structures, the wish for flexibility in the work environment has increased among Generation Z. However, this generation is not just interested in working a 9 to 5 job, as Generation Z has outnumbered previous generations with the start of their own business. Research Problem: Generation Z has only been limitedly researched, as they recently started to enter the working force. The existing research portrays the intention and attitude of Generation Z toward entrepreneurship, their work preferences, and the characteristics of Generation Z. However, when it comes to Generation Z entrepreneurs there is only limited existing literature about what motivates them to start engaging in entrepreneurial activities. Research Purpose: The purpose of this study was to complement and fulfill the identified research gap considering the entrepreneurial motivation of Generation Z. The research aims to create a broader and deeper understanding of what motivates Generation Z to start engaging in entrepreneurial activities. Research Question: How is Generation Z motivated to start entrepreneurial activities? Research Method: A qualitative study has been carried out following an abductive approach from the perspective of a relativistic ontology and social constructionist epistemology. Furthermore, the methodology concerns an explorative single case study whereas primary- and secondary data was collected through semi-structured interviews and archival information. The collected data was analyzed following the Gioia method dividing the data into empirical observations, first-order codes, second-order themes, and third-order aggregate dimensions. Conclusion: Generation Z is motivated by intrinsic and extrinsic factors, whereas freedom and flexibility within the working environment, and being in control are motivational factors for them to start engaging in entrepreneurial activities. Generation Z possesses important characteristics and competencies that are beneficial when becoming an entrepreneur, such as being independent, positive, and having strong communication skills. Also, education often had a positive impact on the confidence of the entrepreneurs to start their own businesses. Moreover, the entrepreneurs want to contribute or add value to the society with their business. Lastly, the Covid-19 pandemic and the increased accessibility due to digitalization opened new opportunities for the entrepreneurs to start working on their own business.