Women entrepreneurs in a masculine society: inclusive strategy for sustainable outcomes

Abstract

PurposeThe purpose of this paper is to analyse a women entrepreneurial model that promotes inclusive strategy and organizational structure for sustainable outcomes in a masculine society.Design/methodology/approachThe paper adopts qualitative research methods, such as case study and in‐depth interviews, to analyse possible factors that promote sustainable outcomes among rural women entrepreneurs, such as purpose, processes and products of the strategy and stakeholders. The paper reviews existing literature on women entrepreneurship, especially in a masculine society.FindingsThe analysis reveals that women face three primary challenges: ability to take financial risk, ability to mitigate organisational risk, and ability to empower as a social collective. It also highlights that there are different phases of enterprise development and each phase requires a dedicated strategy. Lastly it identifies several social, political and economic advantages that are embedded in a social enterprise, if a social entrepreneurial sustainable model is adopted.Research limitations/implicationsThis paper is confined to qualitative methods applied to key resource persons and case study. The paper does not include a survey of all the beneficiaries.Practical implicationsThe outcome of this paper shall be useful for the government, funding agencies, and non‐government organisations to formulate an inclusive and sustainable policy that enables women to become successful entrepreneurs.Social implicationsThis paper will influence across South Asia that faces similar socio‐economic challenges of women marginalization.Originality/valueThe paper is unique in providing a social entrepreneurship sustainable model for promoting inclusive outcomes in a masculine society.