The Role of Motivation and Aspiration in Informing Entrepreneurial Strategy and Supporting Satisfaction

Owner-operators are business owners that began grass-roots efforts to satisfy a need for potential customers i.e. develop a solution for a problem in which customers are willing to pay the owner-operator instead of doing it themselves. The problem and solution may be thought of in terms of a singularity for the customer, however this is not the case. A dichotomy exists where both the owner-operator and the customer have problems and desire solutions based on their individual self-interests. The owneroperators’ problems are manifested in motivations and aspirations and their solutions are displayed as satisfaction.

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