Track: Business Management

Abstract

Cultural diversity has many shapes and different values in every part of the world. Indeed, cultural differences influence perceptions and behaviors. In the field of entrepreneurship, culture has a significant role in creating successful business launches and certain conditions. Entrepreneurial leaders that have already survived during the first step in building their new venture certainly have a specific attitude that fits the local culture of their employees. This study examined the specific attitude of young entrepreneurs in Sundanese society by using thematic content analysis to formulate cultural dimension.   The data were gathered by using in-depth interviews with three fresh graduate entrepreneurs, who have built their businesses during their last 3 to 5 years of studies at the West Java Business University. The respondents were selected purposively according to certain considerations, such as their good business prospects. To help the analysis process, Nvivo was used to code the interview transcripts. The results showed that several attitudes of the entrepreneurial leaders could thematically cluster around the Sundanese dimensions, such as silih asah, silih asih, and silih asuh. This study offers authentic values of the Sundanese dimensions of entrepreneurial leaders which have not been researched before by using the thematic analysis method. It also contributes to cultural leadership and entrepreneurial leadership research by providing a specific cultural perspective that might have differed if implemented in other countries or regions.