Prelims

Half Title Page

GO-TO-MARKET STRATEGIES FOR WOMEN ENTREPRENEURS

Endorsements

If you have a professional ambition inside of you, this book will nudge it to fruition. The stories of passionate women will drive, inspire, and help define your path. The first part of the book tells stories of overcoming adversity that every business leader encounters. The second part offers tremendous insight into funding, personal branding, and more. This is empowerment on paper. I give it my highest recommendation.

Helen Brown

Academic Outreach Manager

Vector Marketing/CUTCO Corporation

Go-to-Market Strategies for Women Entrepreneurs advances our understanding of phenomena related to women entrepreneurs. Because of the diversity that runs across the chapters, readers will rapidly gain confidence about these phenomena and how they relate to each other. Such diversity manifests itself in ways such as (1) geographies covered (developed and developing countries), (2) methods used (qualitative and quantitative), and (3) unit of analysis (case studies, comparison studies, industry studies, and country-level studies). The compact chapters offer enlightened practitioners, students, and scholars of entrepreneurship a way to quickly climb to a high overlook of issues and opportunities for women entrepreneurs.

Mark Peterson, PhD

Professor of Marketing & Sustainable Business Practices

Editor, Journal of Macromarketing

University of Wyoming

National economies can significantly expand through engaging the knowledge, creativity, economic prowess, and talent offered by women. Empowerment of women must extend beyond public policy action to proactive institutional support as well as development of key internal, human factors within aspiring women entrepreneurs. Dr. Crittenden and her group of authors have assembled a book addressing the importance of these “human” factors through discussion of self-efficacy, relational ecosystems, a lifestyle of generosity, and other important topics. These concepts are reinforced through powerful stories providing tangible role models. This book moves beyond the inspirational, “I can do this!” to engagement, “This is how I will do this!”

Gregory Pogue, PhD

Deputy Executive Director and Senior Research Scientist

IC² Institute

The University of Texas at Austin

Go-to-Market Strategies for Women Entrepreneurs: Creating and Exploring Success provides a comprehensive look at topics of keen importance to women who are thinking about building a business. Beginning with the descriptions of successful women entrepreneurs from various walks of life, the monograph demonstrates that entrepreneurial inspiration comes from a wide variety of backgrounds. The spotlights on gender diversity, hurdles faced in markets worldwide, and sectors ripe for disruption by women entrepreneurs offer perceptive insight. Finally, advice from women investing in women will ensure the reader understands what it takes to create success as a women entrepreneur.

John A. Quelch, DBA

Vice Provost, University of Miami

Dean and Leonard M. Miller University Professor, Miami Business School

Title Page

GO-TO-MARKET STRATEGIES FOR WOMEN ENTREPRENEURS

Creating and Exploring Success

EDITED BY

VICTORIA L. CRITTENDEN

United Kingdom – North America – Japan – India – Malaysia – China

Copyright Page

Emerald Publishing Limited

Howard House, Wagon Lane, Bingley BD16 1WA, UK

First edition 2019

Copyright Chapter 1 © Mary Kay Inc. 2019. All other chapters and editorial material © Emerald 2019.

Reprints and permissions service

Contact: permissions@emeraldinsight.com

No part of this book may be reproduced, stored in a retrieval system, transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without either the prior written permission of the publisher or a licence permitting restricted copying issued in the UK by The Copyright Licensing Agency and in the USA by The Copyright Clearance Center. Any opinions expressed in the chapters are those of the authors. Whilst Emerald makes every effort to ensure the quality and accuracy of its content, Emerald makes no representation implied or otherwise, as to the chapters’ suitability and application and disclaims any warranties, express or implied, to their use.

British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

ISBN: 978-1-78973-290-0 (Print)

ISBN: 978-1-78973-289-4 (Online)

ISBN: 978-1-78973-291-7 (Epub)

Dedication

This book is dedicated to: Ester Lee Scritchfield

(December 22, 1917–November 9, 2010)

An in spiration and the first woman micro-entrepreneur I knew.

List of Contributors

Acknowledgments

Each and every contributor to this monograph deserves much more acknowledgment than can ever be conveyed in a mere paragraph. The authors endured the regular email reminders framed as the “hey, just checking in to see how you’re doing,” when they really knew I was wondering if they had started writing yet. Then, after sending me their chapters, they were met with continual emails from me asking them a slew of questions and/or recommending changes. But, because of their dedication to this project (and patience and endurance), we have 24 chapters that tell wonderful stories and present research findings about go-to-market strategies for women entrepreneurs.

In addition to the chapter authors, a couple of other people were a tremendous help in the process of getting this monograph to market. Shannon Harper, the Marketing Division Coordinator at Babson College, read every chapter and ensured readability and formatting as the last set of eyes to see the chapter before moving to production. As a note, she said that she thought every chapter was interesting and easily readable! Additionally, Drew Crittenden, looking at the content through the lens of a competitive self-starter who has a passion for understanding the story behind the optimization of business processes, spent much time working with part headings, chapter titles, and order of presentation to make for a better final product. Finally, both Charlotte Maiorana and Charlie Wilson at Emerald Publishing were wonderful supporters and quick responders over the past year. Thanks to everyone!