Cognitive Ambidexterity: Successful Selling by Women Entrepreneurs

Abstract

This chapter compares and contrasts the application of cognitive ambidexterity by women entrepreneurs in Kenya, Mexico, Nigeria, and the United States of America. It focuses on how women entrepreneurs exhibit entrepreneurial leadership during first customer acquisitions. Analysis of interview data showed that the reasons for venture creation, the choice of venture, and the environmental context faced by women entrepreneurs influence the relative emphasis placed on prediction logic and creation logic. While women entrepreneurs in Kenya, Mexico, and Nigeria thrive with creation logic, those in the USA place more emphasis on prediction logic but cycle between both logics to enhance selling to early customers.

Citation

Onyemah, V. and Rivera-Pesquera, M. (2019), "Cognitive Ambidexterity: Successful Selling by Women Entrepreneurs", Crittenden, V.L. (Ed.) Go-to-Market Strategies for Women Entrepreneurs, Emerald Publishing Limited, Leeds, pp. 75-83. https://doi.org/10.1108/978-1-78973-289-420191012