Identifying value hierarchies among indigenous women entrepreneurs in agriculture: a case of Iran

Personal value orientations were investigated among a sample of 60 rural indigenous women entrepreneurs in Iran, using the Schwartz Values Scale. The value dimensions were conformity, tradition, benevolence, universalism, self-direction, stimulation, hedonism, achievement, power, and security. Conformity was the value type rated most important, benevolence was second, security third, self-direction fourth, and universalism fifth. The five less important value types were, in order, tradition, stimulation, hedonism, achievement, and, power. Results imply that there are differences in values between indigenous and non-indigenous entrepreneurs. The paper concludes with practical and theoretical implications of the study's findings and recommendations for future research.