factors enabling women to break glass ceiling & emerge as...
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Factors Enabling Women to Break Glass Ceiling &
Emerge as Entrepreneurs in Hospitality Industry
Author: Dr. Harkirat Bains
Professor
SOTHSM (TC)
Regional centre
IGNOU
Bhopal, MP
Mob No. - 9669065923
e-mail id: [email protected]
Author: Ms. Shilpi Bhatia
Lecturer
Dr. Ambedkar IHM
Sector-42-D
Chandigarh-160036
Mob No. - 9780219651
e-mail id: [email protected]
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Factors Enabling Women to Break Glass Ceiling &
Emerge as Entrepreneurs in Hospitality Industry
Abstract: Entrepreneurship has provided wide avenues to men and women earlier it was
considered men’s domain now women have also entered into entrepreneurship in
hospitality industry and creating their own niche in the society. Among them the reason of
becoming entrepreneurs are the various factors which are influencing them to take this
opportunity as their career and achieve their goals. The main purpose of this research is
to investigate the different factors that influence entrepreneurial behaviours among women
working in Chandigarh-Tri-city, (Chandigarh, Mohali & Panchkula) India and to highlight
them how they are influencing them to take up entrepreneurship as their professional choice.
Keywords: Women, Entrepreneurial factors, Hospitality Industry, Gender role,
Independency
INTRODUCTION
Economy growth and development of the country is determined by human, physical
and financial resources. The intent of any planned development is to develop human resource
to their brimming utilization. Any country‘s economic growth can only move to higher level
of growth either by attaining a larger quantum of the factors of production or through
technical progress by means of competent human resources. Efficient human resources are
always an asset for any country’s development. They can create employment or work as an
employee for the development of nation. It has been observed that an entrepreneurship has
been highlighted as a crucial way to reduce unemployment and improve the economic
situations. It is the actual process of starting a new business as well as the study of how new
businesses are created-the term is used interchangeably.
The credence in market-driven ideology and the postulation that novel commerce
enterprises construct jobs and foster innovation has ingrained entrepreneurship into political
discourse across the world. The underlying idea is that if entrepreneurship is coupled with
sustainable technological, social, and cultural advances, there are significant societal and
economic benefits to be gained. However, gender stereotypes about entrepreneurs have
profound implications for men and women interested in entrepreneurship. A prominent
stream of entrepreneurship research centres around the concept of occupational sex-role
stereotyping with the goal of better understanding shared beliefs about the gender
characterizations ascribed to entrepreneurs. Evidence suggests that entrepreneurship is male-
typed (Sullivan and Meek 2012), such that entrepreneurs are usually described in masculine
terms and feminine qualities are considered antithetical to an entrepreneur (Ahl 2006;
Thébaud 2010). Therefore, women are circumventing to take up entrepreneurship as a career
and those who are there they seem to be under-represented. With the industrial revolution it
has provided a great thrust to women entrepreneurs. The Industrial Revolution in the western
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world took place more than two centuries ago and provided greater impetus and prospects to
women entrepreneurs. Whereas in India, though the development of industries took place at a
rapid pace but the extension of facilities for development of women entrepreneurs are mostly
a post-independence phenomenon and, that too, only from the 1970's onwards.
Women Entrepreneurs: By referring to studies conducted in the Northern countries, we
could foresee that the concept of women entrepreneurship had undergone several definitions.
Lavoie (1988, p.3) considers a woman entrepreneur is the one who is a business owner and
leader, a business executive or woman manager.
Now, in the present scenerion studies on women says that women are not oppressed
but rather dynamic individuals who can choose the nature of their entrepreneurial activities
and overcome obstacles that they may encounter. Their creative potential is observed as a
hidden source of economic growth and new jobs which encouraged them to emerge in this
profession.
In privileging the voice of women doing ―individualized entrepreneurial femininity,‖
an individualistic, neo-liberal “everybody is capable” view of entrepreneurship is cast.
Individualized entrepreneurial femininity ―emphasizes the gender neutrality and meritocracy
of the world of entrepreneurship ‘‘ and asserts that “doing business basically requires the
ability to abide by universal standards of good business practice”. Women are generally
making it when opportunities are made available to them, other women can also overcome
barriers if they too try hard enough. The onus is on young women to use role models
successfully to correct their “deficits”‘-a sort of “fix the women” approach.
Women Entrepreneurs & Hospitality Industry: The contribution of entrepreneurs in
tourism and hospitality industry is a key for economic growth. Furthermore, the role of
women in the economy has been growing in importance for many years and women
entrepreneurs have become significant economic forces. However, in tourism generally,
relatively little attention has been paid to the role of women entrepreneurial activity and in
particular, to how tourism and hospitality enterprises operated by women in different
countries. In hospitality industry the contribution of women in entrepreneurship is there but is
less as compared to men however, entrepreneurship has provided them a platform to live their
dreams and create their niche in the society. However, while fulfilling their dreams they need
to face lots of challenges which are restricting them to excel in this profession. In many
countries that are members of the Organisation for Economic Co-operation and Development
(OECD), the number of women entrepreneurs is rising. According to the survey conducted by
the Organisation for Economic Co-operation and Development, ventures owned by women
now make up one-quarter to one-third of the total commerce population worldwide. They are
likely to become even more important to the economy in the future. They are thriving as
interior home or office decorators, garment manufacturers, jewellery or furniture designers,
material exporters, publishers, food service providers and many more and apart from this they
are still exploring new avenues of economic participation. It has provided a wide range of
income generation opportunities to women in both formal and informal employment which
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can be carried out from various locations such as the workplace or home. Tourism industry
has played a significant role in empowering women and making them economically
independent.
Review of Literature
Indian society depicts a bleak picture of organizational life for a (female) employee
where limited options for advancement and difficulty in conforming to work hours (due to
child care obligations ) are presented as individual problems as opposed to family,
organizational (or societal) ones and women are left no choice but to forge their own way.
But, Entrepreneurship is positioned as an opportunity to “bounce back” from a gendered-and
sometimes age and race/ethnicity based-personal situation or difficulty. It is also presented as
a win-win strategy for the individual to reconcile potential conflict of the home and work life
spheres. The women‘s talk of why they engaged in entrepreneurship reveals the starkly
gendered nature of work, where the ‗‘glass ceiling‘‘ and the ‗‘maternal wall‘‘ are presented
as standard triggers for women‘s engagement in business creation. It has really become an
empowerment tool for women; it has channelled them from smaller to larger businesses.
Now, these days they are not only confined to home based business with low growth
opportunities but have also emerged into service sector based opportunities (Calas, Smircich,
and Bourne 2009). Although, the number of women entrepreneurs has risen in recent years,
much of this growth has been in part-time activity-mainly due to women‘s need for hours that
are compatible with domestic commitments (Causer and Park 2009).
Their discourse often cast entrepreneurial entry as an appropriate alternative for working
mothers (Thebaud 2015). Participants talked of having ‗flexibility‘‘ to manage family and
childcare responsibilities, as result many of them get engaged in low growth or “home-based”
service businesses. Furthermore, it is stated that the home based entrepreneurship offers
women the flexibility to combine domestic demands and economic participation (Marlow
2014). When entrepreneurs work predominantly from home, this can lead them to take up an
even greater share of domestic work in their household division of labour that is often already
gendered (Gurley-Calves, Biehl, and Harper 2009). Embedding the work space in the
domestic environment may remove traditional physical and temporal barriers so the business
becomes a constant and demanding presence, thereby may increase women‘s experience of
work family conflict (Martinez Dy, Marlow, and Martin 2016) as they are also expected to
perform their gender roles.
It is generally stated that more women entrepreneurs are needed in the society as their
number is very less as compared to men however, those women who are already in
entrepreneurship are seem to be under-represented. Policy interest in women‘s
entrepreneurship has grown, focusing on the potential economic gains that could accrue from
their increased rates of participation and productivity (carter et al. 2015). With their increased
rate of participation this also demands economic equality irrespective of gender. This
escalation of economic arguments for gender equality in recent years means that a market-
oriented gender equality discourse underpins gender equality policy (EI€omaki 2015): gender
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equality contributes to economic growth. Un-deniably, it has been noticed that the ―global
gender gap‘‘ generally indicates most of the policy interest in women‘s enterprises being run
by the women of our country. It has been clearly identified by them that an economic
motivation is the underlying principle for the support of women to take up entrepreneurship
and become independent business owners (Carter Et al. 2015) and become able to take their
responsibility as well of their family.
These women are becoming entrepreneurial role models for young women, as they
represent potential role models to observe and emulate. Prior research in the management
field has shown how women‘s presence in positions of power positively affects both the
social construction of gender definition and the processes that create gender identify at work
(Ely 1994). If a suitable ―similar‖ role model is identified, young women may be inspired to
emulate those attributes, resulting in the behavioural change (Sealy and Singh 2009). For
example, a young management trainee in a large multinational revealed how ―an unmarried,
childless woman‖ in her workplace could not be her role model (a suitable comparison), as
she personally wanted to have a family in the future (Eriksson-Zetterquist 2008). But, having
same-sex role models is important, young women face an additional difficulty in
entrepreneurship. They often have to act to ―smooth out‖ potential inconsistencies between
the characteristics of their female role models and those of the ―normative entrepreneur‖
(Kelan and Mah 2014), making their female role-modelling process a more complex one.
Women must strive to position themselves as unconstrained by external controls and become
an inspiration for other young women who are aspiring to become entrepreneur.
Factors Influencing Women Entrepreneurs:
Women Entrepreneurs in India embody a dynamic cluster of working women who all have
broken away from the beaten track where demands at home, family oppositions & cultural
inhibitions have led to lack of support, resources and prospects; are now exploring new views
of economic participations with an all new vigour. A great many of them have chosen to
entrepreneurship because of compelling urge to do something positive. It acts as the pace
setters for women in their pursuit for financial autonomy. These are various factors which are
promoting women to take up entrepreneurship as a career and to go out on their own, rather
than staying employed.
1. Individual motivation: Motivation showed a strong relationship to performance.
Entrepreneurial women generally have an inbuilt quality and a strong desire to do
something positive and be capable to contribute values in both family and social life.
The potential and the determination to set-up, uphold and supervise their own
enterprise in a systematic manner. An appropriate support and encouragement from
the society, family and government will help them to become a part of mainstream of
national economy which will ultimately led their contributions towards the economic
progress of the country.
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2. Human Capital: Analysis of human capital variables includes the level of education
and the business skill which women ought to have to pursue their career in
entrepreneurship. Education related to eentrepreneurship encourages women to take
up entrepreneurship as their career alternative. Providing suitable education to them
helps them to identify sources of novel ideas and transfer these ideas into new ventures.
As, education is muse for women to achieve financial independence. Statistics
indicate that only one girl out of 100 reaches grade 12, in India. As more women
begin to learn and earn, they need to further invest in girls‖ education for a better,
more responsible world.
3. Self-Confidence: To venture on to a new beginning, what a person needs most is self-
confidence. Most of the respondents mentioned that they get inspired or influenced by
the people they meet, or the stories they read about other successful people, but
nothing pushes them forward like the voice that comes from within, but ultimately,
they have to work bottom up with a strong vision. They believe each one of them
needs to probe within. Everybody is capable it’s the confidence that decides the path
ahead. Although, being a women entrepreneur in India, they have had to face the glass
ceiling along the way and they need to have the confidence to pass those hurdles and
carve their own niche.
4. Self-leadership: Women having self leadership quality have the capability to drive
themselves in an effective way and able to take decision on their own. It is a self-
influencing process that enhances their self-provocation and self-direction
capabilities. It specifies a collection of intra-individual strategies that provide explicit
behavioural and cognitive prescriptions that can be used to achieve greater personal
effectiveness. Broadly, extant research indicates that self- leadership strategies
positively influence performance. For example, a field study by Neck and Manz
(1996) demonstrated the effectiveness of self- leadership training, which resulted in
improved job satisfaction, enthusiasm, and mental performance. Hence, those women
who have inbuilt quality of leadership would result to perform much better than
others.
5. Environmental Influences: Furthermore, given that entrepreneurial activity is
strongly influenced by an environment. Environmental influence includes variables
such as location, sectoral participation, and socio-political and socio-cultural
variables. Furthermore, given that entrepreneurial activity is strongly influenced by
socio-cultural forces that shape the entrepreneurial image.
Women are confronted with higher perceptual barriers, young women are
embedded in a context with deeply engrained gender stereotypes and a masculine
construction of entrepreneurship, and this prevents them from viewing
entrepreneurship as an attractive and feasible career option. Though by some of the
entrepreneurial role models, entrepreneurship is depicted as an empowering way for
women to make their own rules (individual action), responding positively to
unfavourable forces beyond their control (―bounce back‖ reaction). In this way, it
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enables them to manage their own time and family lives (flexibility) while being
creative and free (autonomy). However, the balancing of work and family is generally
presented as a women‘s problem; since work and family integration are concerns that
are seldom raised in discussion of male entrepreneurs.
6. New Femininity: The women‘s narratives portray entrepreneurial women as
―entrepreneurial superwomen‖- who are empowered, enjoying work/life, doing good
in the world, overcoming all obstacles, embodying highly gendered and classes norms
of entrepreneurial success. This entrepreneurial superwoman identity aligns with
hegemonic individualized entrepreneurial feminity—active, dynamic and
individualistic women entrepreneurs who often deny obstacles arising from gender.
The entrepreneurial superwomen feminine identity also echoes the new feminity
(ideal, or perfect, feminity) discourse which pervades contemporary society, impelling
women to seek perfection as well as embrace individualism. Women are more
inclined to find out their own identity in the society and become independent, their
approach towards new feminity has encouraged them to join entrepreneurship and
achieve their goal.
7. Household Welfare: Women have been the pillars of their family since time
immemorial. They are shouldering multiple responsibilities and juggling family life
along with their careers. By promoting women entrepreneurship it contributes to
socio-economic development of countries. In developing countries (especially) with
the increase in the rate of women entrepreneurship, it has created a optimistic impact
on overall household welfare and utilization. Women‘s unique function in the
household builts a network upshot resulting in improved entrepreneurial activities.
Entrepreneurship offers economic security to women and their family provides them a
platform for self-expression and fulfilment and empowers them as individuals to
uplift their family and their social status. It has emerged as an venerable platform for
them.
8. Personal Development: The main reasons for women to come in entrepreneurship
are their high ambitions of growth and development. The same thing has also been
supported by the research conducted by Cox business. It has been observed that they
want to achieve their dreams and make their own existence in the society. Women
entrepreneurs have been designed as the new engines for growth and a rising stars of
the economies in developing countries to bring prosperity and welfare.
Entrepreneurship acts as a vehicle for personal development or for solving social
problems.
9. Societal Development: Some of the women entrepreneurs mentioned that their
objective is not to make profit per se, but to achieve social good through the process
of identifying opportunities, exercising creativity and building new services. So, that
those people who are not able to afford or able to manage to get services they can be
helped to avail the services such as one of the respondents mentioned that she
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provides accommodation service along with basic food facility to girls at affordable
rates so that it can easily meet their expenses. According to them lending help to
unprivelidged people helps them to bring happiness in their lives as well as to other
people’s life also. For them social entrepreneurship is an important aspect of
entrepreneurship.
10. Financial Independency: One can gain the power of control fundamentally through
the freedom of decision-making, and consequently by being confident enough to
claim one‘s right. But the most important thing is that all of this power generates from
becoming economically independent. Like it has been said by Mahalia Jackson ―it is
easy to be independent when you have got money. But not to be dependent upon
others and survive on its own even in dreadful condition- that is the Lord‘s test‖.
Financial independence is one solution that can kill many viruses troubling Indian
women in various walks of life and entrepreneurship provides them an opportunity to
earn money. Facilitation of financial independence and decision making gives women
power to transform themselves into leaders and entrepreneurs. Women can then
provide jobs, be mentors and role models for other budding leaders also. It provides
women the benefits of decision making, since they choose to live by their terms, make
mistakes and learn from them. As earners and spenders, it gives women the power to
be active problem solvers and community builders.
11. Unmet market needs: One common path to success for many small businesses is to
find niche market (targetable portion of market or narrowly defined group of potential
customers) and establish a principal position as a participant in that alcove. At any
point of time no large retailer can become everything for all people as their demand
keeps on changing. Therefore, there will always be a segment of the population whose
needs for a particular product or services are unmet that space is going to be the space
where a small enterprise can penetrate a market. Their small businesses capitalize on
unmet needs and find and dominate a niche market. They can offer a unique Product
or Services to the unmet needs of their customers. If they will come up with all kind
of creative and original products and/or services, one wants what they have produced,
will help them to earn their livelyhood. Additionally, although they are targeting a
niche market, if there is a sufficient demand for their product for them it could also
lead them to make a great profit out of it. To determine demand, they gauge their
market and conduct extensive market research this is the best way to find out and to
reach out their target market.
12. Willingness to take Risk: Encountering a fear can make it easy to quickly rationalize
walking away from a great idea. To be successful, it is important to take a risk and be
willing to see what the consequences of taken decisions are. Because, consequences
are teachers and guides, they give us quick answers. They mentioned that if they will
never take any risk, they will never light up signposts to direct themselves and their
business in the right direction. They view each ―no‖ as a prompt for a new direction
or opportunity. During the time of research one of the respondents said that ―Commit
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to letting fear be your motivator but don‘t let it become your captor when you
approach career aspirations.‖
13. Self-fulfilment: Some of the entrepreneurs mentioned entrepreneurship is about self-
fulfilment. Extending from their talk of values and personal fulfilment, many women
talked of entrepreneurship being about, making of difference. They wanted to do
something useful and worthwhile and talked of their need to have professional life
which ―held meaning‖. This meaning was often linked to personal value and
aspiration for their better world. Entrepreneurs are trying to provide services to the
people of world even on a small scale. With entrepreneurship, it is possible to change
the world, just by doing small things. Women entrepreneurs are trying their best to
add another feather in the cap and ―playing their part‖ to add stone to the pile‖. The
women outlined that how helping others or bringing other‘s happiness resulted in their
own personal satisfaction. One of the respondents mentioned the pleasure of seeing
satisfied customer: ―the smile on their faces is their biggest pride‖.
14. Autonomy: These days women want to be their own boss, they want to have freedom
and would like to work as they wish to. Many of women evoked entrepreneurship as
an activity which allowed them to ―be free‖. The autonomy and their need of
independence and freedom allowed women to take entrepreneurship as a career. This
freedom is multifaceted refers to autonomy in one‘s professional life: enabling them
to choose as they took the plunge to do ―what they wanted to do, the way they wanted
to do and with whom‖. It has enabled them to express their creativity and pursue their
own ideas. It has provided them independence, this autonomy is also about freedom
from hierarchy: an opportunity to express their innovative ideas and creativity,
something that some women claim they were not authorised to do in previous position
or in company in which they were working earlier.
15. Suppleness in Managing Familial Responsibility: Entrepreneurship allowed them
the flexibility to manage both (personal and professional). When they recount how
they were totally fulfilled in their previous job but they still construct the tension in
managing their family responsibilities, as “normality”. Entrepreneurship has granted
freedom in the women‘s personal lives and allowed them to manage their time as they
want (flexibility). Being an entrepreneur became the obvious choice: freedom to act;
freedom to think and the freedom to manage time.‖ It is positioned as a win-win
strategy for women to reconcile potential conflict between work and home.
16. Encouragement from peer-to-peer platform: Peer-to-peer platforms work great in
encouraging women entrepreneurship. It gives people an opportunity to not only
learns from each other but also to network with peers. Quite often businesses can be
cut throat and extremely competitive. So to find a forum where people are genuinely
interested in seeing you succeed is a great thing.
Being a part of peer-to-peer platforms like ASCENT Foundation is a much
needed reprieve for women as it means getting first-hand experience from experts
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facing similar situations and therefore helps in avoiding similar mistakes. These
platforms facilitate conversations amongst likeminded entrepreneur and for many
women that it in itself is extremely helpful. These platforms also serve as great
learning opportunities not just for women entrepreneurs but to all entrepreneurs.
17. Network Affiliation: Those women who have wide contacts and membership of
different organisations, it helps them to carve their niche in the society such as in
India Federation of Indian Women Entrepreneurs (FIWE), a National-level
organisation, one of India‘s premier Institution for women thoroughly devoted
towards entrepreneurship development in the country (FIWE), endeavours to provide:
Networking platform for women, Technical knowledge, expertise related to industry
research, enhancing skills through training and provides the businesswomen a
common forum and to ensures that their visions, outlooks and ideas are taken so that
all those can be presented to the policy makers and various other agencies
respectively and some positive changes can be incorporated in the direction of the
development of women entrepreneurship.
SUGGESTIONS
There are certain suggestions which a researcher has put forward which will help women
entrepreneurs to impove their present situation of entrepreneurship in the society by adhering
them.
1. Business Model: To begin with their own business, women should work towards
developing a strong foundation and emphasis must be made on the business model.
Before starting, women must make cognisant endeavours in understanding their
sector, must take essential steps to have complete knowledge about the industry, their
competitors and the fiscal administration. More often women don't take these basics
seriously. As result they need to face lots of obstacles later on which increases the risk
of business failure also.
2. Organisational Structure: Another big mistake many women entrepreneurs make is
to assume that there is no need for an ‗organisational structure‘. In the earlier times no
attention was paid toward it but now it is an important factor to lay the foundation and
set a process for your business. A well planned structure makes the communication
flow smoother and the decision making time shorter.
3. Rapidly Changes: ‗Entrepreneurship is critical to the hospitality, leisure, sports and
tourism sectors. It is a driver of changes, innovation and employment in this industry
is very essential, with rapidly changing consumer demands and expectations, constant
innovation by business is vital to meet and hopefully exceed these evolving demands
and expectations and it is very crucial to meet the rapidly changing demands of
hospitality, leisure, sports and tourism consumers only than they can keep their
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existence in the market. Hence, it is very much essential to keep on inculcating
changes as per the requirements of the guests and consumers.
4. Innovation: Many women are deterred by the concept of the need for innovation.
While innovation is definitely an important factor. To keep their business in existence
and in the smooth running position it is very essential for them to keep themselves
updated with the new demands and requirements of the customers as it gets changed
with the passage of time. Through innovations and new product developments it will
help them to fulfil customers desirs and remain associated with them.
5. Improve Environment: It is imperative that we address the several misconceptions
around entrepreneurship. Now, it is no more longer a men domain profession women
are also contributing a lot towards it. Society and government should take proper steps
towards their development and upliftment. Government should develop a proper road
map for policy makers to improve the environment for developing women
entrepreneurship. Discrimination on the basis of gender needs to be eliminated and
equal weightage needs to be given to women as to men. Only, then the situation of
women entrepreneurs will get improve in the society
6. Gender approach: The gender approach is defined by B‘chir et al (2008) as follows:
―The ―gender approach‖ leads to consider the different opportunities available for
men and women, the roles socially assigned to them and the relationships between
them. The lack of gender approach among Indian society can be explained by the fact
that Indian women entrepreneurs are the victim of discrimination and stereotypes in
the entrepreneurial process. Gender is closely related to all aspects of the individual‘s
daily and private economic and social life as well as to those of the society which
assigns to each of them (men and women) specific roles.‖ It is thought to be an
important variable that can enhance women‘s entrepreneurship success through the
elimination of bias and discrimination sources. Efforts need to be made by the family
and the government to facilitate women‘s access to entrepreneurship. Society and
Government needs to extend special support to women towards their education,
training and development and financee and also government needs to extend help to
them towards their child care responsibility because generally it is considered their
duty to take care of them. If help will be extended to them only then they will find it
convinent to manage their professional and personal domains.
7. Bricolage: Bricolage means as ―making do by applying combinations of resources at
hand to new problems and opportunities‖. It suggest that bricolage may be a valuable
enabler of entrepreneurship and innovation in resources-constrained environments.
With increasing empowerment higher levels of bricolage allow for flexibility in the
interpretation, access, and recombination of resources to improve performance.
8. Psychological capital: Psychological capital may be described as ―having full
confidence (self-efficacy) to attain success in the challenging tasks by putting the
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necessary endeavours; making a positive ascription (optimism) about succeeding now
and in the future; unrelenting toward goals and, whenever necessary, redirect paths to
goals (hope) so that the victory can be accomplished; and when inundated by troubles
harsh conditions, surviving and coming back and even beyond (resiliency) to
accomplish victory‖. Psychological capital is believed to be important in the
entrepreneurial process and is integral to empowerment in the attainment of
entrepreneurial outcomes.
9. Internet: Increasingly, the internet is becoming a universal medium for the
communication of government ―texts‖. It is a relatively easy medium to maintain,
ensuring upto-date information, and suffering minimal temporal distortion. Those
women who have certain constraints regarding taking entrepreneurship as a career
they can also enter into this profession with the help of an internet they can run their
businesses while setting at home. They can design their own website sharing complete
photos of their venture, their job title and services provided by them to their
customers, they can also create their social accounts on the social networking sites
(Facebook, Pintrust, LinkdIn etc.) where they can have dedicated ―posts‖ of their
entrepreneurship which can be followed or reviewed by other people. Their account
on social sites and an account of their entrepreneurial experience can become an
advice for young women.
10. Inner potential and Strenghts: One thing where women entrepreneurs need to bring
change in them is to identify their own intrinsic potential. Still in the society there are
number of women who do not have the confidence to have faith on themselves that
they have the capability to be leaders. If they realise this thing they can performe far
better than they are performing at present. And, in the last they need to leverage their
strengths and for this they need to adhere certain factors such as passion,
commitment, risk taking abilities, and quick decision all these are quite vital factors as
they play an important role for the success and smooth running of any start-up or
venture. As, women have a better flair than men while interacting with people which
also in turn helps them to excel as better leaders.
CONCLUSION
Numerous nationwide events, competitions, and campaigns over the last decade have
provided a platform for women entrepreneurs, providing a promising source of ―symbolic‖
role models for young Indian women. Women entrepreneurs can act as symbolic role models
and mentors, setting examples and providing valuable lessons for aspiring women
entrepreneurs. However, while women entrepreneur role models have increased in number
and visibility in recent years, this has not impacted the number of women choosing to become
entrepreneurs. Indian government should provide them a support to increase the number of
women entrepreneurs in society. With the increase in the number of women entrepreneurs the
promotion of role models is considered imperative. We found that the role model
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entrepreneurs‘ narratives consistently evoke an image of a heroic superwoman who appears
to ―do it all,‖ and is successful in both professional and private domains. The idea that a
successful business woman might inspire a keen (already engaged and prepared) female
entrepreneur makes perfect sense; however, high-powered (and privileged) role models
cannot be expected to automatically affect the entrepreneurial intentions among women more
generally. The demographic profile of this group of entrepreneurial role models means that
disadvantaged groups (ethnic minorities; lower socio-economic classes) may have difficulty
in identifying with the proposed role models.
The women entrepreneurial role models emphasize their nurturing, caring, and
collaborative behaviours. These women entrepreneurs are concerned with the welfare of
others. They exhibit kindness, sympathy, compassion, and sensitivity, traits which are
typically considered as feminine and communal hence ―gender appropriate‖. Helping others,
accepting others‘ direction, and maintaining relationships are part of their entrepreneurial
identity. Being ―too‖ caring or ―trusting‖ is not well perceived and showing vulnerability is a
weakness. Indeed, women who display an excessive femininity (―non-preneurs‖) within a
business context will be sanctioned and might have to leave the entrepreneurship realm. In
the entrepreneurial domain women entrepreneurs generally reveal more agentic behaviour as
need to handle the business simultaneously the entrepreneurial role models take care to
temper their accounts with reference to their roles as mothers or as responsible citizens, hence
exhibiting expected communal behaviours and abating negative reactions. For example, many
women entrepreneurs referred to their proven competence, expertise or personal success—
thus aligning themselves as ―agentic‖ business people—but they then also took care to
mention the pleasure and satisfaction that their success triggered for their families.
Entrepreneurship can constitute a real positive force in one‘s life; however this may
come at a price. Indeed the ―pleasure and enjoyment‖ and ―doing good‖ that one derives from
the all-consuming ―fulfilling‖ job of the entrepreneur does have negative implications. Long
hours, low pay, stress, and physical exhaustion were evoked. Is the amount of pleasure one
derives from entrepreneurship really off-set by the long hours and precarious financial
situations in which young women find themselves as they struggle to make up for their lack
of social capital or management experience. In sum, there is little acknowledgment of the
limited earnings potential of the resulting new venture and associated opportunity cost of
leaving secure, paid employment, next is the taken for granted assumption that women
continue to fulfil private roles on top of their professional ones, and last but not the least the
failings of the salaried system to provide sufficient work flexibility to allow for child friendly
work hours. Their discourse fails to challenge inequality by normalizing workplace gender
norms.
Despite promoting gender equality still it shows that Indian society has room for
improvement with respect to women‘s economic participation, opportunity and political
empowerment. There are number of women who are more qualified than men still there is a
relatively low number of women who manage to break the ―glass ceiling‖—the so called set
of barriers created by prejudices of behavioural or organizational order which prevent
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qualified individuals from moving forward in their organization. Indian government need to
take some steps to upgrade and stabilize the position of women in the entrepreneurship trend
and foster female career advancement and promotion of women especially into top
management positions. Policy interest in women‘s entrepreneurship must grow as the
participation of women in entrepreneurship will accrue the potential of economic gains. They
should take steps to encourage entrepreneurship among women. The action plan should aims
to facilitate new business creation—through entrepreneurial education and efforts to nurture
an entrepreneurial culture irrespective of gender discrimination—and to create a much more
supportive environment for existing entrepreneurs, free of burdensome administrative
barriers. To conclude, we can say that the environmental factors (access to funding and to
network as well as the gender approach) have a greater impact on women‘s entrepreneurship
success. Now, it has been understood that the encouragement of entrepreneurship is not only
necessary for a healthy financial system but also essential for sustaining opulence and
generating new jobs‘. The heightened interest in entrepreneurship has been as a consequence
of a diverse range of contributory factors including the belief that it can act as a recipe for
financial prosperity and can also reduce unemployment.
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