“…Conversely, Coad and Storey's (2021) work implicitly assumes that the agents behind firm creation are homogeneous, which seems unlikely. It is broadly acknowledged in the literature that entrepreneurs have different motivations to start a business, shown, for example, by the difference between profit‐driven, non‐profit and pro‐social ventures (Fauchart & Gruber, 2011; Kibler et al., 2019; Kimmitt et al., 2020) or dignity motives in senior entrepreneurship (Soto‐Simeone & Kautonen, 2020). Such motives, in turn, are relevant when determining which measures of performance best capture the realization (or lack thereof) of the firm's objectives (for instance, some firms might prioritize their social impact over financial performance; Grimes et al., 2013).…”