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“The most difficult thing is the decision to act. The rest is merely tenacity. The fears are paper tigers. You can do anything you decide to do. You can act to change and control your life and the procedure. The process is its own reward.”1 While entrepreneurs already have taken this most difficult step, potential entrepreneurs still have to overcome this obstacle. The Amway Global Entrepreneurship Report 2016 (AGER) provides a current view on potential entrepreneurship in 45 countries. By surveying the general population about their dreams and fears, the AGER aims to stimulate the discussion about entrepreneurship around the world.

Together with the Scientific Advisory Board it is a great honor to contribute to this survey and work together with entrepreneurship researchers from every participating country. With this collaboration, we are able to provide insights into the situation of entrepreneurship and self-employment. I am confident that the report will help to understand what people expect from their future work environment and how to foster the current debate on the future of entrepreneurship.

1Quotes by Amelia Earhart: female aviation pioneer,


Survey design


7th edition


Chair of Strategy and Organization of the School of Management, Technische Universität München in Munich, Germany.


Gesellschaft für Konsumforschung (GfK), Nuremberg, Germany


April to June 2016


50,861 respondents – 26,376 respondents women, and 24,485 men aged 14-99



Australia, Austria, Belgium, Brazil, Bulgaria, Canada, China, Colombia, Croatia, Czech Republic, Denmark, Estonia, Finland, France, Germany, Great Britain, Greece, Hungary, India, Ireland, Italy, Japan, Korea, Latvia, Lithuania, Malaysia, Mexico, Netherlands, Norway, Poland, Portugal, Romania, Russia, Slovakia, Slovenia, South Africa, Spain, Sweden, Switzerland, Taiwan, Thailand, Turkey, Ukraine, USA, Vietnam 

In China, Colombia, India, Mexico, and South Africa, Taiwan, Thailand, and Vietnam only people in metropolitan areas participated.


Face-to-face / telephone interviews


2008: Amway begins representative entrepreneurship research in Germany Respondents: 1,000

2011: Amway issues the first Amway European Entrepreneurship Report. Focus: “The Next Generation of Entrepreneurs”, respondents: 12,000

2012: Amway European Entrepreneurship Report expands to 16 countries. Focus: “The Unleashed Potential of Entrepreneurship in Times of Crisis”, respondents: 18,000

2013: Amway issues the first global report, AGER, encompassing 24 countries. Focus: “Encouraging Entrepreneurs – Eliminating the Fear of Failure”, respondents: 26,000

2014: AGER expands to 38 countries. Focus: “Advancing Entrepreneurship Education: Are Entrepreneurs Born or Made?”, respondents: 44,000

2015: AGER further grows to 44 countries. Focus: “Advancing the Entrepreneurial Spirit”, respondents: 50,000

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