This study aimed to examine the relationship among customer value co-creation, relationship quality, and relationship equity in the tailoring services in Malaysia. Moreover, this study also investigated whether customer personality trait plays a moderating role in the relationship of value co-creation behavior and relationship quality as well as the relationship between relationship quality and relationship equity. A total of 245 questionnaires were collected via purposive sampling from customers seeking tailoring services from SME tailoring businesses. The findings revealed that customer value cocreation has a statistically significant influence on relationship quality. In addition, relationship quality was also positively related to relationship equity. However, the moderating effect of customer personality trait was not significant. This study contributes to the existing literature on customer co-creation and personality traits of consumers in tailoring services of SMEs, particularly in explaining the relationship equity of consumers.

While Islam is the second largest religion in the world with 1.6 billion Muslims, there are variations in the interpretations of that law (i.e., Sharia). This diversity and variation may hold the key in explaining the different behaviours among Muslim entrepreneurs because of their views on the concept of work as worship. In this study, we examine how Malay entrepreneurs are guided in their sourcing and shaping of entrepreneurial opportunities through Shafii practice. Our contributions include identifying five central values that guided the participant’s sourcing of opportunities: Fardhu Kifayah (communal obligation), Wasatiyyah (balanced), Dakwah1 (the call of joining the good and forbidding the bad), Amanah (trust), and Barakah (blessings). We also contribute to the entrepreneurship literature by demonstrating how these macro-level values of worship gave the entrepreneurs confidence in creating their new ventures.

The rapid growth in entrepreneurial development in Malaysia, together with the strength of Islamic principles adopted by Muslims, provides us with a somewhat unique context to investigate: How do Islamic principles shape the sourcing of entrepreneurial opportunities? To explore this question, we conducted semi-structured interviews with 15 Muslim entrepreneurs located in Kuala Lumpur. Our study highlighted Shariah compliance and the realisation of Tawhid as important factors influencing Muslim entrepreneurial opportunity recognition. More specifically we identified five Islamic spiritual principles that drove the opportunity discovery and opportunity creation processes through missing products or services in the marketplace and dissatisfaction with the current situation, respectively.

The purpose of this paper is to explore the way immigrant entrepreneurs (IEs) capture transnational opportunities in their home and host countries. Through an identity lens, this study adopts a qualitative approach in examining transnational entrepreneurship activities conducted by IEs from three countries (Indonesia, Pakistan and South Korea [henceforth Korea]) in one host country (Malaysia). The findings indicate that IEs’ home-host country identities enable them to recognize and exploit entrepreneurial opportunities in multiple countries through unique resources difficult to be imitated by competitors in their home and host countries. This paper contributes to the international entrepreneurship literature by introducing an identity-sensitive model of immigrant entrepreneurship in transnational spaces which will be useful for policy and practice concerning trade and migration.

This paper explores how the individual values of self‐direction, power, and benevolence predict career decisions (self‐ or paid employment). By observing heterogeneity in career patterns across countries, this research examines the moderating effect of cultural contexts (gender egalitarianism, performance orientation, and collectivism) on this relationship. Blending the theory of human values (THVs) and institutional theory (IT), we test hypotheses using the World Values Survey (WVS) Wave 6 data and GLOBE cultural dimensions from 21,286 individuals in 26 countries. The findings show that only self‐direction value increases the likelihood of being self‐employed. However, the post‐hoc analysis offers more insightful findings: the decision towards innovative entrepreneurship instead of routine self‐employment is explained by all values of self‐direction, power, and benevolence, together with individualistic culture. Overall, this study finds that the influence of individual values is greater than cultural context on career choice and it differs between self‐ versus paid employment and innovative entrepreneurship versus routine self‐employment.