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创业人格是指企业家在创业过程中所表现出的个人特质、能力和能力，企业家的人格特征包括心理素质、行为习惯、人格偏好、价值取向、个人成就动机等。企业家能力人格是企业家用来解决创业过程中遇到的各种复杂问题和企业发展过程的能力。创业能力人格在一定程度上决定了创业企业的成败，它包括机会识别、整合资源、风险决策能力、战略管理能力、创新和创业网络建设。
与生活阶段一样，企业也有一个从出生到崩溃的过程。创业的企业家也会经历这样的过程。霍尔特认为创业过程经历了创业前阶段、创业阶段、早期成长阶段、后成长阶段四个阶段，并指出了创业活动的内容和重点的不同阶段。创业前期，创业者要做好创业计划和前期工作，包括筹资和创业，创业阶段需要确定企业的市场定位，做出适当的调整，以保证企业的生存。
Part A
Entrepreneurial personality refers entrepreneurs’ personal traits, capacities and competence shown in entrepreneurial process, an entrepreneur's personal traits include psychological quality, behavioral habits, personality preferences, value orientation, personal achievement motivation and so on (Mazzarol and Volery, 1999; Shane, 2003). Entrepreneurial capacity personality is the ability that entrepreneurs use to solve a variety of complex problems encountered in entrepreneurial process and the process of corporate development. Entrepreneurial capacity personality to a certain extent determines the success or failure of entrepreneurial enterprises, it includes opportunity identifying, integrating resources, risk decision-making capabilities, strategic management capabilities, innovation and entrepreneurial network building capabilities (Karabulut, 2016; Viinikainen et al., 2017; Cui et al., 2016). Cui et al. (2016), Teece (2016), Gedik, Miman and Kesici (2015), Paul and Shrivatava (2016) studied and found that entrepreneurs of different stages have common capacities, such as the ability to take risks, successful entrepreneurs are adventurous and not afraid of failure (Cui et al., 2016; Paul and Shrivatava, 2016); in a particular area, they can combined a strong professional knowledge with scientific management knowledge (Cui et al., 2016; Teece, 2016); innovative ability, according to Schumpeter's theory of innovation, innovation refers an entrepreneur's new combination of production factors, it is creative destruction, innovation is the essence of entrepreneurs ((Cui et al., 2016; Teece, 2016; Gedik, Miman and Kesici, 2015); a strategic vision, excellent entrepreneurs often have a strategic vision that ordinary people do not have, they can summarize the essence of things from the complicated economic phenomena to grasp the laws of economic activities to form their own management philosophy, ideals, beliefs and leadership style (Cui et al., 2016; Paul and Shrivatava, 2016; Gedik, Miman and Kesici 2015); good interpersonal communication skills, good interpersonal relationships are important factors for entrepreneurs’ success, especially when governments and officials are free to intervene in economic affairs and play a pivotal role in the overall economy. The relationship with government and officials is a key variable in determining success (Teece, 2016; Paul and Shrivatava, 2016; Gedik, Miman and Kesici 2015).
Like life stage, enterprises also have a process from birth to collapse. Entrepreneurs undertaking business will also experience such a process. Holt (1992) argues that entrepreneurial process goes through four stages: the pre-start-up stage, the start -up stage, the early growth stage, and the late growth stage, and he pointed out the different stages of the activities of the content and focus. In the pre- start -up stage, entrepreneurs should do a good job in the business plan and pre-work, including raising funds and creating a business; the start-up stage, entrepreneurs needs to confirm the market positioning of an enterprise and make appropriate adjustments to ensure the survival of the new business; in the early growth stage, entrepreneurs must cope with the challenges brought by changes in terms of market, capital and resource use; in the late growth stage, entrepreneurs should build a professional management system to improve the effectiveness and efficiency of new business activities (Holt, 1992). Davila and Foster (2009) divided an enterprise's life stage into the following four stages: in the first stage, entrepreneurs can be keen to find market opportunities, they assess prospects and risk, taking concrete practical action to grasp this opportunity. In the second stage, they design business plans and prepare human and financial resources for enterprise development. In the third stage, they identify and operate a business model that can continue to profit and have an access to market and consumer recognition. In the fourth stage, they develop long-term business development strategy to improve the management of enterprises to achieve the expansion of enterprises, then the enterprises will be acquired by other large enterprises or listed.
Timmons (1999) argued that as time and space changes, because of ambiguities of opportunities, market uncertainties, capital market risks, and the impact of external environments on entrepreneurial activity, entrepreneurial processes are fraught with risks and uncertainties. At this point, entrepreneurs need to show different competences and capabilities at different stages to help businesses to resist risk. In the preparation period, an entrepreneur's responsibility is mainly to identify entrepreneurial opportunities, once they find good business opportunities, they will begin to create a new business, at this stage, entrepreneurs need to have opportunity identifying ability (Cui et al., 2016; Paul and Shrivatava, 2016). In the start-up period, the main problem faced by entrepreneurs is to integrate resources to meet the needs of new business growth, at this stage, there is the need for entrepreneurs to have the ability to integrate resources, innovation and entrepreneurial network construction capabilities (Teece, 2016; Gedik, Miman and Kesici, 2015). In the growth period, entrepreneurs will be faced with more challenges and uncertainties, and due to constraints by their own ability of entrepreneurs, in order to better develop enterprises, they put more energy into building up entrepreneurial team. At this stage, entrepreneurs need to have risk decision-making ability, strategic management and financial management capabilities, communication skills and so on (Cui, 2016; Teece, 2016; Gedik, Miman and Kesici, 2015).
Jo Malone is a well-known perfume business entrepreneur, in the entrepreneurial preparation period, she was keen to find the perfume ingredients in the market were very complex, and consumers have more favor for simple natural perfume, so she first introduced a modulation of a meat cardamom and ginger flower flavor of bath oil and perfume to customers, it became popular, since she began to start a business. At the beginning of the business, Jo Malone took advantage of her social resources to make the owner of Bergdorf Goodman, a high-end department store in New York recognize the value of Jo Malone perfume, Jo Malone perfume then could be sold in this top luxury store. Taking this opportunity, Jo Malone perfume became one of the favorite perfume for celebrities, Jo Malone business achieved the initial success. In the growth phase of the enterprise, Jo Malone was through further enhancing its product lines, shaping high-end brand image, marketing and other strategic decisions to improve the influence of Jo Malone in the UK and the United States, and it successfully made world-class company Estee Lauder acquired Jo Malone's majority of the shares, and with Estee Lauder's brand influence and channel, influence of Jo Malone perfume was extended to the world. Jo Malone's success is closely related to Jo Malone's entrepreneurial personality, his different capabilities demonstrated at different stages of the business helped the company to solve problems encountered at different stages and ultimately gain access to the world's consumers’ and large enterprises’ recognition.
Part B
Jo Malone has the entrepreneurial personality that Mazzarol and Volery (1999), Shane (2003) believed that an entrepreneur should have, the entrepreneurial personality are mainly in three aspects. First of all, she has a more persistent personality, she encountered many difficulties in the business process, but she did not lose heart, she still concentrated on her own business and eventually succeeded (Malone, 2016). Then, she was very diligent, when she was 10 years old, she worked in the flower shop during the day, at night she provided facial skin care service for customers, which accumulated enough experience for her future success (Malone, 2016). Finally, she was very happy to learn, she did not have accept professional training about perfume, she completely depended on her own experience, talent and spirit of being good at learning to modulate high-end, elegant perfume, which was rather difficult for her (Malone, 2016).
Jo Malone has the capacities that Karabulut (2016), Viinikainen et al. (2017), Cui et al. (2016) thought that an entrepreneur should have. It is reflected in the following four areas. First, she has a keen sense to find a good market opportunity, which laid the foundation for her successful business. When she started her business, there has been a lot of types of perfume, and ladies who used perfume were very picky for perfume, Jo Malone found that the ladies liked a simple and natural perfume more, this discovery laid the foundation for her finding the first batch of target customers rapidly and her establishment of the brand image in future. Second, she has good communication skills, her good communication with customers and her understanding of what customers needed allowed her to more quickly grasp the customers’ psychology, so that she was able to introduce products that customers really liked; her good communication with the partners enabled her to quickly find a suitable sales channel, her products were sold in the high-end department store named Bergdorf Goodman, which rapidly expanded the visibility (Malone, 2016). Third, she has a good strategic decision-making capacity, Jo Malone was defined as an elegant, natural, luxury perfume when it was born, in the enterprise development process, Jo Malone chose the sales channel, price positioning, cooperation partner, that matched with the product positioning well. Until today, Jo Malone perfume is accepted by the world's consumers because of its elegance, nature, personality, luxury characteristics. This shows that Jo Malone has a long-term strategic plan for the development of an enterprise in the early stages of the business, based on the strategic plan, she has developed a business development decision which has ultimately succeeded (Malone, 2016). Finally, she has a high degree of innovation capacity, she did not lose the passion and inspiration of perfume modulation because of the initial success of the enterprise, she has led the introduction of more than 100 hot kinds of perfume, these kinds of perfume protected the long-term competitiveness of the enterprise, until today, she can continue to introduce the perfume that surprises the global consumers (Malone, 2016).#p#分页标题#e#
In addition, Jo Malone also has the competence that Karabulut (2016), Viinikainen et al. (2017), Cui et al. (2016) did not mentioned, that is her perfume modulation talent, perfume modulation needs professional learning and training, Jo Malone has not received this training, but she can modulate excellent perfume (Malone, 2016), showing that She is indeed very talented in this regard, this talent may come from her parents’ genes and effects, it may also come from her interest in perfume in her childhood, this talent brings her the core competitive advantage and it is very precious.
Part C
Gibbs Reflective Cycle (Gibbs, 1988) points out that people learn experiences and use these experiences to guide their own learning and work, which usually follows the following process: description, feelings, evaluation, analysis, conclusion, action plan. This essay will be based on Gibbs Reflective Cycle to reflect on Jo Malone's case. First of all, Jo Malone's successful case shows what personal traits, capacity that an entrepreneur should have, and how to use the various resources to help themselves to succeed in the business process. Then, my feelings towards Jo Malone’s success is that although a successful entrepreneur seems to be very beautiful, in the process of achieving the success, she needed to pay too much effort, she needed to overcome lots of difficulties to achieve the final success. Again, my evaluation on Jo Malone’s success is that her good experience is focusing on exploring potential market opportunities in the start-up process, it should be good at communicating with and make good use of various resources, a long-term strategic vision is also essential. However, Jo Malone's case has its limitation. Her success was inseparable from the talent she has, without the talent, how a person succeeds in start a business, this is a problem that needs to be solved. Once again, my analysis on Jo Malone’s success is that in addition to the right market opportunities, the necessary funds, good connections, sales channels and other resources, enough confidence, determination, courage and ability are more important for successfully starting a business.
What I conclude through Jo Malone's success is that in terms of finding market opportunities, communicating well with people around me, maintaining a good relationship with others, and using these relationships to serve my work and career, as well as innovation, I have certain capacities. Compared with Jo Malone, I have the deficiencies in three ways. Firstly, I am not as persistent as she, and I am too susceptible to the negative emotions of others at work, and once someone else is not optimistic towards that I do, I will be discouraged or even immediately give up. Secondly, my strategic planning and decision-making capacity is poor, which makes my work often be forced to terminate because of some unexpected difficulties and no plans. Finally, compared with Jo Malone, I think I lack the corresponding talent, because of the lack of talent, I think I always can not get some of core advantages, I feel that I can do that someone else can also do, it makes my business very difficult to succeed.
Finally, my future action plan includes the following three steps. First, my poor execution will certainly lead to that my future business plans will be deserted halfway because of failing to insist, the measures I use to deal with this challenge is that, in my daily life, I will develop my own execution from the details, including: eating, sleeping on time, insisting on physical exercise, etc. In addition, I will accept psychological counseling and help to establish my own confidence and positive attitude of life, so I will not be discouraged because of temporarily difficulties. Second, I lack strategic thinking and decision-making ability, so my business plan is likely to be broken off because of some unexpected factors, in order to cope with this difficulty, I should attach importance to establish a strategic thinking, in the preparation period, I will design a long-term work plan, and actively search for information to support the development of the strategic decision-making plan, while learning to use strategic decision-making tools to improve the scientific content of my strategic decision-making. Finally, I find that I lack the corresponding talent, leading to that I fail to have core competitive advantage, to deal with this difficulty requires that, first of all, I should learn a lot to improve my own skills and enrich my expertise. At the same time, I should be good at finding talented people and invited them to join in my entrepreneurial team, using their talent for my business.
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