Go-to-Market Strategies for Women Entrepreneurs: Creating and Exploring Success

Victoria L. Crittenden
Babson College, USA


Product Details
Format:
Hardback
ISBN:
9781789732900
Published:
06 Sep 2019
Publisher:
Emerald Publishing Limited
Dimensions:
225 pages - 152 x 229mm
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
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.

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