Document Type : Research Article
Authors
1
Department of Public Administration, Payame Noor University, Tehran, Iran.
2
Department of Entrepreneurship, Faculty of Economics and Accounting, Razi University, Kermanshah, Iran.
3
Department of Business Administration, Payame Noor University, Tehran, Iran.
Abstract
Introduction: The development of rural women's entrepreneurship warrants serious attention due to pressing economic, social, and familial needs, as they play a pivotal role in enhancing the economic and social standing of households, particularly in rural areas. Furthermore, fostering entrepreneurship among rural women can stimulate employment, reduce unemployment rates, curb rural-to-urban migration, and improve the overall quality of life in villages. Rural women also possess significant potential and resources for initiating businesses and entrepreneurial development can substantially enhance their individual and social capabilities. However, entrepreneurial activity among rural women in developing countries remains low, and Iran is no exception. In this context, rural women entrepreneurs primarily face social, cultural, financial, and skill-related challenges, along with a lack of management expertise and strategic thinking. Accordingly, this study aims to present a paradigmatic model for the development of rural women's entrepreneurship in Iran.
Methodology: This study is applied and developmental in purpose. In terms of data nature, it is qualitative and employs a grounded theory methodology. The study population included female entrepreneurs and academic experts, selected through non-probabilistic, purposive sampling. Theoretical saturation was achieved after 12 interviews. Data were collected via in-depth, semi-structured interviews and analyzed using a coding process based on the systematic approach of Strauss and Corbin. The validity of the research was established using Lincoln and Guba’s four criteria: credibility, transferability, dependability, and confirmability. Reliability, calculated via the test-retest method, yielded a coefficient of 86%.
Findings: The findings indicate that the development of rural women's entrepreneurship is influenced by causal conditions—including entrepreneurship education (encompassing educational objectives, methods, and outcomes) and psychological factors (individual characteristics and motivations). It is further shaped by contextual factors, such as the challenges of women's entrepreneurship (economic and social challenges), and intervening factors (service development, marketing, and customer relationship management). Additionally, the research identified key strategies for developing rural women's entrepreneurship, such as customer orientation, building customer loyalty, flexibility, and social advertising and content. These strategies lead to outcomes including personal benefit and economic development for rural women entrepreneurs.
Conclusion / Implications: Based on the findings, removing obstacles and challenges to the development of rural women's entrepreneurial activities, along with the adoption of supportive measures and policies by policymakers and relevant authorities, can be instrumental. Such efforts can increase the participation rate of rural women in entrepreneurial activities, enhance the sustainability of small and medium rural enterprises, and boost early-stage productivity. Ultimately, this can pave the way for and contribute to the broader social and economic development of the region.
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