Go-to-Market Strategies for Women Entrepreneurs

Victoria L. Crittenden is Professor of Marketing at Babson College. Her research has been published extensively in journals such as the Journal of the Academy of Marketing Science, Marketing Letters, Sloan Management Review, Psychology & Marketing, Business Horizons, Entrepreneurship Theory & Practice, and Journal of Business Research. In 2015, she co-edited Evolving Entrepreneurial Education: Innovation in the Babson Classroom.

This volume brings together 24 chapters by practitioners and scholars from around the world, who describe go-to-market strategies for women entrepreneurs. They detail success stories of women entrepreneurs Mary Kay Ash, Anita Roddick, Amelia Ceja, and Faith Salie; how gender can drive and lead to innovation, with discussion of gendered biases in idea generation, promotion, and realization and predictive and creative logic, the use of social media, women entrepreneurship students, and whether or not there is a gender-performance gap; obstacles faced by women in global and ethnic markets, such as the Caribbean, South Africa, India, Lebanon, and with Hispanic Americans; the sectors of family firms, elder care, direct selling, and retailing; and investing in women entrepreneurs.

• Introduction: It's in Our DNA; Victoria L. Crittenden PART I: SUCCESS STORIES OF WOMEN ENTREPRENEURS 1. Mary Kay Ash: Keys to Success; Sheryl Adkins-Green 2. De Nuestra Familia a La Suya: Amelia Ceja Bringing Wine to the People; Anjali Bal and Kelly Weidner  3. Dame Anita Roddick: Transforming Personal Values and Strengths to Build and Empire; Felicia Lassk 4. From Approval Junky to Scrappy Entrepreneur: Faith Salie's Personal Brand Success; Anjali Bal and Kelly Weidner PART II: GENDER DIVERSITY DRIVING INNOVATION 5. Entrepreneurship, Innovation, and Creativity: Gendered Constructs or Equal Domains?; Susan A. Andrzejewski 6. Are Business Incubators' Ecosystems Inclusive of Women Entrepreneurs?; Alejandro Amezcua, Sheela Pandey, and Nastaran Simarasl 7. Shattering the Entrepreneurial Glass Ceiling Through Social Media; Nicole Beachum 8. Cognitive Ambidexterity: Successful Selling by Women Entrepreneurs; Vincent Onyemah and Martha Rivera Pesquera  9. University Resources: How Prosperous Women Student Entrepreneurs find their Success; Sara Cochran  10. Self-Perceived Performance of Female-owned Firms and Male-owned Firms: Insights from Black and Mexican-American Entrepreneurs; Robert A. Peterson and David Altounian  PART III: HURDLES IN THE GLOBAL MARKETS 11. Women, Mothers, and Entrepreneurial Engagement in the Caribbean: The Challenge of Context; Ayanna Frederick and Talia Esnard 12. Technology and Self-Efficacy: Empowering South Africa; Haya Ajjan, William Crittenden, and Amaleya Goneos-Malka 13. Hispanic Americans: Building Social Capital across Generations; Jennifer Zarzosa 14. Social Self-Efficacy and Digital Mediums: What Indian Women Entrepreneurs Say; Paragi Shah and Bijal N. Mehta 15. Entrepreneurial Motivation and Firm Performance in Lebanon; Rayan Abdel-all and Rania Mostafa PART IV: DISRUPTION RIPE SECTORS 16. Longevity: The Future for Women, Entrepreneurship and Eldercare; Janet Simpson Benvenuti 17. Women in Family Firms: Unsung Heroes of Business-Owning Families; Kimberly Eddleston and Ghita Sabil 18. Direct Selling: The Power of Women Helping Women; Victoria Crittenden and Kimberly Harris Bliton 19. Women Entrepreneurs Rewriting the Value Proposition and Changing the Face of Sustainable Retailing; Lauren Beitelspacher PART V: INVESTING IN WOMEN 20. SheEO: How Reinventing the Ecosystem for Female Entrepreneurs can help Change the World; Beth S. Horowitz and Vicki Saunders  21. How Entrepreneurship Solves Womens Ambition Problem; Nanette Fondas 22. Women for Women in Entrepreneurship: Understanding the Role of Other Women for Women's Entrepreneurship; Lakshmi Balachandra and Prabha Dublish 23. Brand Matters: Leveraging the Power of Personal Branding to Achieve Professional Success; Dawn Edmiston 24. Growth-Oriented Women Entrepreneurs: Strategies for Raising Money; Candida Brush