Humane Entrepreneurship in the Creative Fashion Industry: Role of Entrepreneurs’ Intuition on Entrepreneurial Decision-Making and Performance

This study explored and identified the humane-oriented factors that are predictive of creative entrepreneurs’ intuition, decision-making and entrepreneurial performances. It also established the dynamics between the creative entrepreneurs’ intuitions, decision-making and entrepreneurial performances when engaged in their creative activities. Using the quantitative philosophical approach informed by the creative entrepreneurs’ subjective evaluations of their intuitions during entrepreneurial decision-making, quantitative data was obtained from 720 respondents operating in the Ghanaian creative fashion industry. Analytical findings from principal components analysis identified seven factors that are predictive of the creative entrepreneurs’ intuitions during decision-making, eight factors that are predictive of their entrepreneurial decision-making, and ten factors that are predictive of their entrepreneurial performances. The influencing association between the creative entrepreneurs’ intuitions, decision-making and entrepreneurial performance 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.