전통적으로 기업가정신 연구는 여성창업가들이 여성성을 내재하고 있거나 수 동적으로 따른다고 가정했다. 이와 달리 우리 연구는 여성성이 전략적으로 연출될 수 있음을 밝히고, 연출 유형을 귀납적으로 이론화하고자 한다. 이를 위해, 생리혈 위생처리제품을 제조 및 판매하는 여성 기업 W스타트업(가칭)을 대상으로 15개월 간 에스노그라피 연구를 수행했다. 연구 결과, 여성창업가는 (i)직원관리형, (ii) 고객관계관리형, (iii) 제도대응형의 세 가지 유형 으로 여성성을 연출함을 알 수 있었다. 즉, 여성창업가는 신규 직원 관리를 위해 권위지양성, 관계지향성 등의 여성성을 연출하고, 타겟고객 마케팅을 위해 창업기업에 여성정체성을 부여 하고, 남성 중심 비공식적 제도에 대응하여 겸손 ž 순응 등의 여성성 고정관념을 의도적으로 표출할 수 있다. 이러한 발견은 여성-남성 창업가 간 성과를 비교하는 연구, 여성의 창업 의도 및 성과 등을 논의하는 연구 등에 이론적 시사점을 제시한다.

An increasing number of women are becoming empowered with changing cultural dynamics, gender equality, education and technology. The use of Internet and social media platforms by businesses at various stages is on the rise. Despite its benefits, women entrepreneurs in developing countries are less inclined towards using the online mediums for their business in comparison to men. This study observes activities where women entrepreneurs use online mediums for business purposes, understands challenges faced in doing so, reasons behind such challenges and how do they deal with them. Qualitative research is conducted via semi-structured interviews with women entrepreneurs at India. Findings indicate that there are commonly prevalent issues faced by Indian women entrepreneurs while using online mediums. As a way out, they either choose to shy away from digital mediums or seek external help. They are more comfortable using digital mediums where the communication and onus is one way, there is limited need to trust the other person or there is less possibility of receiving damaging comments in public. For interactive activities, women refrain from using online mediums. Financial, social and cultural factors also play a role in keeping women entrepreneurs behind from using online mediums for their business.

Purpose: The purpose of this research is to explore the continuum of reasons and skills employed by tribal Indian women entrepreneurs to establish their successful businesses in terrorist affected areas. Research design, data and methodology: After an extensive literature review on women’s entrepreneurship and their situations in disturbed areas, a qualitative research method was applied, and researchers conducted well-structured personal interviews to collect data from fifty respondents selected by using random and convenience sampling. Results: This study has identified the range of reasons for the successes of tribal women entrepreneurs. These are strict compliance with tribal culture and restrictions imposed by different stakeholders and the establishment of social networks and support from local communities and with their indefatigable and indomitable perseverance to proffer basic sustenance for their families. Conclusions: A minimum sample was selected from the Andhra-Odisha Border (AOB) areas due to security concerns. The research depicts the tribal Indian women entrepreneurs' grit and remorseless nature in overcoming impediments from the socio-cultural, economic, political, and legal framework of the country. This research is a gallant effort taken up by the authors, which is the first of its kind to visit as well as to conduct primary research in disturbed areas like the Andhra-Odisha Border in India.