Go-to-Market Strategies for Women Entrepreneurs

Creating and Exploring Success

Victoria L. Crittenden

Emerald

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9781789732900

06 September 2019

$104.99

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9781789732894

06 September 2019

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9781789732917

06 September 2019

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The role of women in business and society is beset with traditions and expectations that leave women's ambitious desires unfulfilled. And yet, with the rise of the female entrepreneur, this is changing.

Entrepreneurship expert Victoria L. Crittenden, along with a cast of first-rate global contributors, provides a lens into the power of women entrepreneurship. From home businesses and Mompreneurs, to women-led global businesses such as The Body Shop and Ceja Vineyards, chapters explore the role woman entrepreneurship plays in building self-efficacy, the power of creating and utilizing social capital, the importance of being authentic and true to one's self, and the value of family, friends, mentors, and role models. By discussing ideas such as the ecosystem of radical generosity, where women are recognized for their talents and where women help each other to succeed, Crittenden and her contributors show the power of empowerment -- empowerment that can positively impact the social and fiscal health of nations through better education, poverty reduction, and decreased violence.

For researchers and students of entrepreneurship, this is an unmissable book exploring the positive societal impact and strong economic effects of female empowerment. Through discussing case studies of some of the most successful and powerful women over the last fifty years, this book acts as both an inspiration for women just setting out on their own entrepreneurial journey and validation to those women who have already encountered the ups and downs of their entrepreneurial endeavors.

Introduction: It's in Our DNA; Victoria L. Crittenden PART I: SUCCESS STORIES OF WOMEN ENTREPRENEURS 1. Mary Kay Ash: Keys to Success; Sheryl Adkins-Green 2. De Nuestra Familia a La Suya: Amelia Ceja Bringing Wine to the People; Anjali Bal and Kelly Weidner 3. Dame Anita Roddick: Transforming Personal Values and Strengths to Build and Empire; Felicia Lassk 4. From Approval Junky to Scrappy Entrepreneur: Faith Salie's Personal Brand Success; Anjali Bal and Kelly Weidner PART II: GENDER DIVERSITY DRIVING INNOVATION 5. Entrepreneurship, Innovation, and Creativity: Gendered Constructs or Equal Domains?; Susan A. Andrzejewski 6. Are Business Incubators' Ecosystems Inclusive of Women Entrepreneurs?; Alejandro Amezcua, Sheela Pandey, and Nastaran Simarasl 7. Shattering the Entrepreneurial Glass Ceiling Through Social Media; Nicole Beachum 8. Cognitive Ambidexterity: Successful Selling by Women Entrepreneurs; Vincent Onyemah and Martha Rivera Pesquera 9. University Resources: How Prosperous Women Student Entrepreneurs find their Success; Sara Cochran 10. Self-Perceived Performance of Female-owned Firms and Male-owned Firms: Insights from Black and Mexican-American Entrepreneurs; Robert A. Peterson and David Altounian PART III: HURDLES IN THE GLOBAL MARKETS 11. Women, Mothers, and Entrepreneurial Engagement in the Caribbean: The Challenge of Context; Ayanna Frederick and Talia Esnard 12. Technology and Self-Efficacy: Empowering South Africa; Haya Ajjan, William Crittenden, and Amaleya Goneos-Malka 13. Hispanic Americans: Building Social Capital across Generations; Jennifer Zarzosa 14. Social Self-Efficacy and Digital Mediums: What Indian Women Entrepreneurs Say; Paragi Shah and Bijal N. Mehta 15. Entrepreneurial Motivation and Firm Performance in Lebanon; Rayan Abdel-all and Rania Mostafa PART IV: DISRUPTION RIPE SECTORS 16. Longevity: The Future for Women, Entrepreneurship and Eldercare; Janet Simpson Benvenuti 17. Women in Family Firms: Unsung Heroes of Business-Owning Families; Kimberly Eddleston and Ghita Sabil 18. Direct Selling: The Power of Women Helping Women; Victoria Crittenden and Kimberly Harris Bliton 19. Women Entrepreneurs Rewriting the Value Proposition and Changing the Face of Sustainable Retailing; Lauren Beitelspacher PART V: INVESTING IN WOMEN 20. SheEO: How Reinventing the Ecosystem for Female Entrepreneurs can help Change the World; Beth S. Horowitz and Vicki Saunders 21. How Entrepreneurship Solves Womens Ambition Problem; Nanette Fondas 22. Women for Women in Entrepreneurship: Understanding the Role of Other Women for Women's Entrepreneurship; Lakshmi Balachandra and Prabha Dublish 23. Brand Matters: Leveraging the Power of Personal Branding to Achieve Professional Success; Dawn Edmiston 24. Growth-Oriented Women Entrepreneurs: Strategies for Raising Money; Candida Brush

This volume brings together 24 chapters by practitioners and scholars from around the world, who describe go-to-market strategies for women entrepreneurs. They detail success stories of women entrepreneurs Mary Kay Ash, Anita Roddick, Amelia Ceja, and Faith Salie; how gender can drive and lead to innovation, with discussion of gendered biases in idea generation, promotion, and realization and predictive and creative logic, the use of social media, women entrepreneurship students, and whether or not there is a gender-performance gap; obstacles faced by women in global and ethnic markets, such as the Caribbean, South Africa, India, Lebanon, and with Hispanic Americans; the sectors of family firms, elder care, direct selling, and retailing; and investing in women entrepreneurs.
- Annotation ©2019

Victoria L. Crittenden is Professor of Marketing at Babson College. Her research has been published extensively in journals such as the Journal of the Academy of Marketing Science, Marketing Letters, Sloan Management Review, Psychology & Marketing, Business Horizons, Entrepreneurship Theory & Practice, and Journal of Business Research. In 2015, she co-edited Evolving Entrepreneurial Education: Innovation in the Babson Classroom.