Abstract
There is a wide gender gap in developing countries due to a range of cultural, economic and political barriers. This is even more accentuated in post conflict economies in times of crisis. Smartphones and mobile applications can help to narrow this gap. The economic and non-economic challenges facing women entrepreneurs and the role of smartphone innovation in overcoming these challenges and developing strong marketing strategies were investigated. We drew on the 5 M model to investigate how mobile applications can support women entrepreneurs. We conducted thirty interviews with women entrepreneurs in Iraq. The findings show that mobile applications provided these entrepreneurs with innovative ways to overcome many of the challenges they face in relation to running a business. The research provides theoretical contributions by developing an integrated, multilevel analytical model on women in entrepreneurship based on extending the 5 M model with new technology-related elements. Practical, policy and managerial implications are discussed.
Highlights
The role of information and communication technologies (ICTs) in fostering the development of ‘developing’ countries is still the subject of debate (Sein et al, 2019)
In addition to the development outcomes revealed in this research, our findings suggest a clear link between the use of smartphones and mobile applications and social capital for women entrepreneurs: because these technologies help women to become connected without having to go against the cultural norms in their country, women who use them are more likely to obtain emotional and psychological support from their family and society
Drawing upon the 5 M model, this study analysed the role of smartphones and mobile applications in overcoming barriers to entrepreneurial development with a particular focus on women
Summary
The role of information and communication technologies (ICTs) in fostering the development of ‘developing’ countries is still the subject of debate (Sein et al, 2019). Previous studies have emphasised that ICTs are important for development (Wheadon & Duval-Couetil, 2018; Ameen & Willis, 2018a). They have found that smartphones and mobile applications can support entrepreneurs in the Middle East (Alderete, 2017; Madichie, 2011). The COVID-19 pandemic rattled businesses worldwide, mainly micro, small, and medium-sized enterprises (MSMEs) (Shashidhar, 2021). It has created three significant challenges for female entrepreneurs. Women are more likely to run many of the youngest, smallest, and most vulnerable businesses. The prospects are daunting, and women have few options (Manolova et al, 2020)
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