Exploring the success factors of hybrid micro-enterprises

Marta Bicho, Ralitza Nikolaeva, Carmen Lages, Fernando A.F. Ferreira

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


This research explores hybrid micro-entrepreneurs’ founding motivations and the transformation of those motivations into visions of success, by applying multiple criteria decision analysis (MCDA). We find that entrepreneurs of hybrid micro-enterprises are driven mostly by noneconomic goals and that those influence their vision of success. The success framework consists of seven indicators (training, professional development, marketing, management, external factors, infrastructures, and organizational aspects). Human capital is perceived as the most important for success – translating the professional motivations for founding. Reversely, external factors, which are usually considered crucial to attain legitimacy, are perceived the least important factors. Given the findings, are hybrid micro-entrepreneurs ready to succeed?

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Number of pages12
Publication statusPublished - 2018

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173


  • Cognitive mapping
  • Hybrid micro-enterprise
  • Multiple criteria decision analysis
  • Success factors


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