Suja Nair
Dr. Suja R. Nair holds PhD, MBA and BA(Hons.) degrees with 27 years of work experience including Corporate, Academics and Research. She is an Author since 1999, also handling Strategic Marketing as Co-entrepreneur, Educe Micro Research, Bengaluru, India, since 2002. She has published 24 books on Consumer Behavior, Retail Management, Marketing Research and Organizational Behavior which are widely read and recommended by leading universities/institutes in India. Her research works have been published in top-tier International publications like Elsevier, Emerald Insights, IGI Global, Inderscience Publishers and Palgrave Macmillan, among others. She is the Editor of Handbook of Research on Ethics, Entrepreneurship and Governance in Higher Education, International Journal of Big Data Management, and on Editorial Board of IAFOR Journal of Education. Her research interests include Retail food-shopping, Women-entrepreneurship, Ethics, Education Management, Cause-related-marketing and Consumption Behavior. She is an Honorary Rosalind Member of London Journals Press. She has been nominated by the ‘Indian Achievers Award-2021 Forum Atmanirbhar Bharat Awards 2021 for the “Woman of Excellence Award- 2021” in the individual category as an Independent Researcher and Author.
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We are currently living in a technologically advanced age, with pervasiveness and availability of lots of varied information from multiple sources that mandate women entrepreneurs use digital technologies to enhance business acumen, and operations. But, women entrepreneurs continue to face multiple challenges including multitasking, work-life conflict, lack of financial resources and support services, business and marketing skills, access to information, business networks, technology and digital markets, etc. Hence, in spite of the availability of digital technologies women entrepreneurs are not able to capitalize on the opportunities that go with its usage in business operations. While this problem is prevalent across counties, prior studies commented on research with regards to women entrepreneurial venture operations using digitalization from emerging/developing markets perspective. Additionally, OECD commented that since Covid-19 pandemic has exacerbated the overlap between home and work-life for females, women entrepreneurship in developing countries is likely to be at risk. Nevertheless, in recent times during the pandemic crisis, women entrepreneurs were found striving to keep pace with digitalized technology through acquiring the requisite knowledge and learning on using the social media platforms. In fact, for many women entrepreneurs in various emerging markets; it was their maiden attempt at using the digital technology in the face of the challenges during of the pandemic period, although, in the process they were able to gain knowledge on the use of digital tools for the business purpose, and also overcome the operational difficulties to some extent.
Given that there is more involvement of female entrepreneurs from emerging markets in the entrepreneurship landscape, this chapter explores the impact of digitalization on women entrepreneurship especially since access to digital technology can play a major role in empowering women to operate businesses. Additionally, to gauge a practical understanding on digitalization and women entrepreneurship, a case study of a digital woman entrepreneur, Srividya Kannan, has been included with the aim to understand how she has used the power of digital technologies to establish and successfully run her enterprise.