Abstract
The authors study the attitudes, expectations, and level of preparation for business of a sample of 200 women considering going into marketing-oriented businesses. The authors found that almost 70% of the respondents planned to start a new business, over half never worked in the field they were considering entering, and for over 70% the business would not be their only source of income.
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Maronick, T.J., Stiff, M.R. (2016). A Profile of the Woman as a Potential Entrepreneur. In: Gitlow, H.S., Wheatley, E.W. (eds) Proceedings of the 1979 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16934-7_47
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DOI: https://doi.org/10.1007/978-3-319-16934-7_47
Publisher Name: Springer, Cham
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