Abstract
This paper aims to focus on three main strands of research relating to entrepreneurship in Malaysia: the personality traits of entrepreneur in automotive service industry (ASI); social learning process among ASI entrepreneur; and impact of the Big Five personality traits namely Extraversion, Emotional Stability, Agreeableness, Conscientiousness, and Openness to Experience upon entrepreneurship. It aims to suggest a tentative research agenda and offer directions for further research. Systematic and critical literature review approach are employed to research on entrepreneurship and ASI development in Malaysia. The paper proposes a conceptual framework that integrates the Big Five Personality model and the Entrepreneurial Learning Model.
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