PurposeExtant theories suggest that entrepreneurs' personal characteristics have substantial impacts on their firm's performance. From a resource‐based view, the paper considers an entrepreneur's personal characteristics to be a unique resource endowment to their firm. The paper seeks to discuss these issues.Design/methodology/approachData were collected through a national survey of owners and senior managers of small‐ to medium‐sized Canadian manufacturing companies. Mediation relationships were tested with hierarchical regression analyses.FindingsConsistent with the authors' hypotheses, it is found that entrepreneurs' personal characteristics, such as need for achievement, need for cognition, and internal locus of control, have positive influences on firm performance. Furthermore, it is demonstrated that their strategic orientations mediated these influences. The data indicate that entrepreneurs with higher levels of internal locus of control are more likely to adopt an entrepreneurial orientation than a market orientation.Originality/valueThis paper helps to better understand why entrepreneurs make different strategic decisions under seemingly similar competitive environments. The findings suggest that entrepreneurs do not simply react mechanically to external environmental changes. Instead, how they seek and interpret information and formulate organizational strategies is partially influenced by their personal characteristics. Entrepreneurs develop their own ways of utilizing the human capital that they bring to their firms.

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PurposeThe community pharmacy industry is an increasingly competitive sector, where independent pharmacies must compete with national and multinational chains for market share. Each pharmacy seeks to differentiate and earn customer trust. The purpose of this paper is to seek to better understand the effectiveness of differentiating via developing a unique corporate brand personality in the pursuit of customer trust.Design/methodology/approachA survey was conducted in a small city in Western Canada. Patients who have recently filled a prescription were asked to assess their perceptions about the brand personality of the pharmacy they last visited, and evaluate how much they trust the pharmacy. Data were analyzed using SPSS and structural equation modeling (SEM).FindingsThe results indicated that significant brand personality differences exist among various types of pharmacies. Customers rated independent pharmacies slightly more trustworthy than multinational mass merchandise and national chain pharmacies. SEM analysis revealed that sincerity and competence have the most significant impact on building customer trust.Originality/valueThe findings suggest that independent pharmacies may be able to differentiate themselves by developing a brand personality that is competent and sincere, whereby they earn the trust from their customers. The authors' findings also suggest that a sophisticated appearance might be an expensive option that does not provide satisfactory return on the investment.