Critical Insight Into Entrepreneurship

Direct Selling and Entrepreneurship are interdependent, and Amway’s thorough understanding of the Direct Selling industry has given rise to need for understanding Entrepreneurship better. This led to Amway undertaking an annual global entrepreneurship survey. CEO of Amway South Africa, Mr Rajesh Parshotam kindly shared the results of the 2016 survey at the last DSA General Meeting of 21 February 2018.

The survey was launched in 2010 and 2016 represented the 7th edition of the survey and covered 45 countries and 50,861 men and women aged between 14 and 99. During the last three years the survey expanded from 24 countries to 45 countries.

In 2016 Amway continued their successful partnership with Professor Dr. Isabell Welpe who heads the Chair for Strategy and Organization at the Technische Universität München (TUM) in Germany for substantial scientific planning of the study and examination of the results. The interviews were again conducted by the global market research institute GfK in representative samples in every participating country.

The research has always focused on topics congruent with encouragement of entrepreneurs and the advantages of self-employment.  In 2011, the research led to insights on family-friendly employment, female entrepreneurship and entrepreneurship education. In 2012 Amway Global Entrepreneurship Report examined the role of self-employment as the labor model of the future. In 2013, the report gave an up-to-date view on self-employment potential and obstacles hindering this entrepreneurial culture, such as fear of failure.

Considering the fact that in the 2013 survey entrepreneurship education and teaching of business skills was the most important factor for young adults to encourage the foundation of business and the second-most favoured aspect to all respondents, the 2014 report dealt with how entrepreneurship education is perceived, estimated and used by people all over the world.

Analysing of the above years highlighted that Entrepreneurship is highly influenced by national culture. To take the influence of national cultures and spirits on entrepreneurship and self-employment into account, Amway then introduced the Amway Entrepreneurial Spirit Index (AESI) in 2015.

In 2016 the survey delved deeper into the developments of entrepreneurship in the changing work environment around the world. The survey wanted to know whether the people in different countries perceive a possible change and whether they would feel prepared for this change. Key findings of the 2016 survey were then presented regarding how people perceive the present situation and how they think about the future developments and these may be found at

A copy of Mr Rajesh Parshotam’s presentation has been circulated to all DSASA member companies. Please refer to this document for more information emanating from this most informative Amway Global Entrepreneurship Survey.

The Directors of the Direct Selling Association of South Africa (DSASA) wish to extend sincere gratitude and appreciation to Amway and especially to Mr Rajesh Parshotam for their willingness to share this most valuable information and insight into entrepreneurship.