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Technology and Self-efficacy: Empowering South Africa

Go-to-Market Strategies for Women Entrepreneurs

ISBN: 978-1-78973-290-0, eISBN: 978-1-78973-289-4

Publication date: 6 September 2019


South Africa is one of the most unequal societies in the world with women substantially less likely to be economically active than men. This chapter draws from the theory of planned behavior to examine the enablers and barriers to entrepreneurship in South Africa. Specifically, we examine how attitude toward entrepreneurship, subjective norms in the South African collectivist culture, and behavioral controls of resources influence women’s intentions to start a business. Based on interviews with two successful women entrepreneurs in South Africa, we highlight the key role that government, self-efficacy, and technology-based platforms can have in establishing women’s entrepreneurial intentions.



Ajjan, H., Crittenden, W.F. and Goneos-Malka, A. (2019), "Technology and Self-efficacy: Empowering South Africa", Crittenden, V.L. (Ed.) Go-to-Market Strategies for Women Entrepreneurs, Emerald Publishing Limited, Bingley, pp. 125-136.



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