Celebrity or entrepreneur?

If asked to name a successful entrepreneur, most people would suggest the likes of Stelios, Richard Branson or Anita Roddick. Very few I'd imagine would opt for Victoria Beckham. Well according to Glamour magazine more people should as in the publication's annual awards she was this week named entrepreneur of the year.

In these celebrity hungry times you can see why Glamour opted for the publicity craving former Spice Girl. Over the past decade, Victoria and her husband David have developed themselves into what could be classed as a business empire. Several products including perfume, aftershave, make-up and clothing now sport the Beckham name. The famous couple have even gone so far as copyrighting "Beckham Brand". But does the ex-Posh Spice really personify the modern entrepreneur?

The word 'entrepreneur' has many definitions but what is common to most is an individual who takes risks. Examples include "someone who attempts to profit by risk and initiative" and "a person who takes the risk of organising and operating a new business venture". So on that basis can Victoria Beckham really be classed as an entrepreneur?

I would say no. Yes, the Beckham branded businesses have been successful but it's clear that Victoria isn't taking the risks that 'proper entrepreneurs' take. If the Beckham jeans stopped selling or revenues dipped in their make-up line, the couple wouldn't go bankrupt. That is not the case for people that have actually personally started a business from little or no resources.

You could say Victoria's actions fit under the "initiative" definition but even there it's the PR machine behind her that's coming up with the ideas. Andy Warhol's "famous for fifteen minutes" phrase has already taken hold with the likes of 'Big Brother' but with Glamour's action it now appears to have extended to the world of business.

I am not saying that the 'celebrity entrepreneur' is a concept that is wrong. Individuals who have started from nothing, built it successfully only to see it fail, established another business and achieved enormous success should be applauded and their appearance on television shows and at business exhibitions sharing their experiences and knowledge is a welcome sight. Only last week, for example, I was at an event where Rachel Elnaugh, who saw her girl voucher firm Red Letter Days achieve huge success only to collapse with large debts, gave valuable advice on how not to lose control of your business. Somehow though I don't imagine we'll be seeing Mrs Beckham at a start-up event.

If Victoria Beckham's award encourages people to go into business that's all very well and good but calling her an entrepreneur just doesn't feel right.