Abstract
Gender is an important issue in modern businesses, especially for women-owned MSEs with insufficient work experience. Research indicates that among the primary challenges female entrepreneurs face are cultural norms, gender roles, and commercial incentives. The study focuses on the challenges faced by women-owned Micro and Small Enterprises (MSEs) in East Java Province, Indonesia, particularly in terms of gender roles and commercial incentives. The research aims to improve business performance in these MSEs by analyzing their situational aspects and developing a conceptual public policy model. The findings suggest that government involvement is crucial for fostering business performance improvement in these MSEs. Women also demonstrate leadership abilities, and strategic assumptions such as business networks, centralized coaching programs, and central government roles can significantly enhance their performance. The model is based on seven major issues affecting MSE business performance, including goods, data, competency, and public policy.
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