| Characteristics | Case 1 | Case 2 | Case 3 | Case 4 |
| Business Owner: Code name | P1 | P2 | P3 | P4 |
| Age | 49 | 60 | 35 | 46 |
| Country of birth | Nigeria | Nigeria | USA | USA |
| Highest level | Masters’ | Bachelors’ | Bachelors’ | Doctorate |
| Education | Degree | Degree | Degree | Degree |
| Length in current Organization | 20 | 16 | 12 | 10 |
| Years of experience as Small business owners | 20 | 16 | 12 | 10 |