PEOPLE.IDEAS.PERFORMANCE

25 opportunities and to the respect for differing opinions. The difference between the Hungarian sample and the European one is that Hungarians place security before universality in their importance list, and performance, hedonism and the respect for social norms are also given a higher place. However, Hungarians consider caring for traditions, gaining respect, following rules and becoming rich less important. According to the authors, these latter aspects partly reflect the specific values of the Hungarian population. 35(9,286 (03,5,&$/ 5(6($5&+ 5(68/76 During our previous quantitative research, we paired the basic values with important entrepreneurial values by the literature (Table 1). 6FKZDUW]¶V YDOXHV (QWUHSUHQHXULDO YDOXH H[DPSOHV E\ WKH OLWHUDWXUH self-direction independence (Schumpeter) power power orientation (McClelland) security risk taking (Schumpeter) hedonism - benevolence affiliation orientation (McClelland) achievement achievement orientation (McClelland) stimulation risk taking (Schumpeter) conformity rejection of traditional methods (Schumpeter) universalism - tradition rejection of traditional methods (Schumpeter) Table 1. Schwartz’s values paired with entrepreneurial value examples by the literature 6RXUFH own construction on the basis of McClelland (1961), Schumpeter (1980) and Schwartz (2011) Schwartz’s 10 -item scale measure of values is part of the World Value Surveys. Each item measures one value of this model, and respondents have to indicate on a six-point scale how much they think the hypothetical person characterized by the specific statement is similar to them. This formulation enhances a more comfortable declaration of the respondents’ real values instead of choosing what they think would be socially acceptable. Our questionnaire was filled by 400 respondents (collected by convenience sampling) of which we could use 340 after cleaning the data. The value structure of entrepreneurs was different from that of the general population.The order of the values is different and there are significant differences in the caseof 6 value dimensions. In the general population sample, security is the most important value, while in the entrepreneur sample, self-direction is at the first place. This value is only at the fourth place in the general population sample, and we found the difference between the two values significant (Kolmogorov-Smirnov Z-test, p<0.01). Also, in the entrepreneurial sample, achievement is more important and is significantly different from the evaluation of this value by the general population sample. Achievement is also an important difference which confirms that the effects of entrepreneurial values discussed in the literature can be observed in the structure of basic values. Interestingly, the power and the stimulation dimension occupy the last two positions in both samples; however, there is significant difference in between samples in both cases.