New Study Unpacks Financial Motivation of Small Business Owners to Focus on Sustainability Over Growth | PR Newswire [Video]

Mosongo Moukwa’s findings reshape perceptions of small business financial motivations

, /PRNewswire/ — Best-selling author and business coach Mosongo Moukwa has unveiled findings from a new study showing that the financial motivation of the owner-managers of small businesses lies in survival and stability of the firm rather than growth. Conducted over the past two years amongst 60 small business owner-managers across the U.S., the findings offer a timely perspective on small business’ resilience, especially relevant amid current economic uncertainties. These small businesses had a minimum of 5 employees, with the largest employing 15.

“This research challenges the traditional economic assumptions that small business owners are solely driven by growth and profit maximization,” Moukwa explains. “Instead, they prioritize financial sustainability and control over expansion. Understanding these motivations allows us to support small businesses more effectively, especially in times of economic uncertainty.”

This fresh perspective comes at a critical time for small …