ABSTRACT
This chapter focuses on real-life application of entrepreneurship theory with Kotak Senyum (translated as a smiling box) a company based in Brunei Darussalam used as a case study. This chapter uses both secondary information and existing related literatures. Kotak Senyum was chosen due to its appearance on national media and newspaper covering its business journey. These published articles serve as secondary information which, through content analysis, were used to identify entrepreneurial factors and characteristics, guided by the theory of planned behaviour (TPB) as the conceptual framework for the study. The identified factors and characteristics are then categorised to develop TPB. The study is of important significance as the developed framework can be used as a reference to understand entrepreneurial motivation and intention among Bruneian youth so that more of them can be involved in entrepreneurship and would be able to identify a niche market.
