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The purpose of this study was to explore low-income women’s perspectives of the shared meaning of work and employment values in their intergenerational family context from a critical and systemic lens. Participants were rural and urban women from low-income contexts (N = 14). Semi-structured interviews were designed to elicit thick description of lived experiences of work and family. Analyses were conducted using Van Manen’s hermeneutic phenomenology coding process (1990).

Four emergent categories (Purpose to Work, What Work Is, Motherhood and Work, and Loss, Resilience and Work) with 16 themes described work–family integration. These narratives evoked a deep interconnectedness of work, family, and life. Because participants were recruited in locations where they were either already employed or seeking employment, these findings may not represent other women.

Effectiveness of programs and policies could be expanded by incorporating women’s values and motivations for employment and targeting family-level interventions. Programs could better empower women to seek employment and skills training for lasting financial sustainability, rather than just getting any job. Because participants distinguished between careers and jobs based on college education, many felt they could never obtain a career. Additionally, participants described work–family integration, not the prevalent idea of “work–life balance.” Participants described fighting to provide a better life for their children.

This study highlights under-represented perspectives of low-income women about work. Understanding the experiences of low-income women is essential for designing programs and services that will be practical and useful.

This study explores the relevance of social capital resources generated through networks to address the marketing challenges of startups. It looks into the marketing issues faced by startup firms in emerging markets and examines how they leverage their social capital to reach out to their customers and other stakeholders for marketing their products and services.

The case study analysis using the abduction method, semi-structured interview and content analysis were used for answering the research questions.

This study finds the importance of developing social capital by startups for marketing activities. Social capital also acts as a strategic advantage that the competitors cannot easily emulate. Findings show that the development of social capital happens through the network of startup entrepreneurs and social connections involving customers, dealers and suppliers, among others.

This study is a novel attempt to emphasize the potential of social capital for marketing activities in a startup firm. This study expands the literature on social capital with a marketing perspective in an emerging economy context. The academic and managerial implications have also been highlighted in the study.