140596139-81490211-Richard-Branson-Case-Study-q3.pdf - Q.3...

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Q.3) How do attributions factor into understanding the background of Branson’s entrepreneurial development? Before we look for answers to this question, let us look a little deeper into what “Attribution” is ….
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Attributions Theory explains the ways by which we ascertain the causes of our own behaviour and that of other people. Can be of two types: a) Internal Attribution b) External Attribution Different patterns observed in different cultures. For e.g. In India, mostly attributions are to external causes whereas in China, it is to internal causes. Attributional Biases: a) Fundamental Attribution Error b) Self-Serving Bias
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Now let us come back to the question …… Branson’s entrepreneurial development was shaped by both external and internal attributions. External Attributions: Influence of Mother and Aunt: a) Independence b) Confidence to face challenges c) Importance attached to extra academic pursuits d) Both Mother and Aunt were entrepreneurs
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