Bumiputera Women Entrepreneurs' Psychological Characteristics: A Case Study from Penang, Malaysia

Abstract

It is not wrong to say that entrepreneurship is one of the toughest jobs on the planet. This is because, this job required a person to be creative, proactive and resilient in order to expand and sustain their business, especially during uncertain situations like the Covid 19 pandemic. Additionally, up till now, the world has been shocked by the virus name Covid-19. It is not only severely impacted human health but also has far-reaching economic impacts around the world. The paralysis of productive operations is one of the collateral consequences of the virus's war, with major economic and social consequences around the world (Bapuji et al., 2020). Many well-known brands in a variety of industries are likely to go bankrupt as a result of the Covid-19 outbreak, as consumers stay at home and economies shut down. Besides that, the small business's survival was jeopardized in this tough situation. The crisis is radically altering the world and the worst in the entire history (Afshan et al., 2021). Keywords: Entrepreneur, Psychological characteristics, Proactive and Creative