ABSTRACT
This chapter reports the findings on the motivational and guiding values of the shareholders. It describes how a matrix of 11 shareholders values was derived from the narratives of the 20 interviewee shareholders in Phase One. The values matrix illustrates both the self- and others-oriented sides of shareholders. The chapter validates the list of shareholders values by comparing the value items with those found in other values studies; and also those that were suggested by the shareholders in the questionnaire mail-out in Phase Two. It analyses the value priorities of the 438 shareholders who responded to the questionnaire survey. The conclusion is that motivation for material wealth or monetary success is not the prime driver in shareholders share-buying decisions. In fact, shareholders have other values priorities: honesty, fairness, a comfortable life and family security are rated as the top four important values that shareholders live by.
