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Women microbusiness owners’ entrepreneurial marketing decision-making during a crisis

Women microbusiness owners’ entrepreneurial marketing decision-making during a crisis

Bruce, Helen L., Rooney, Tara and Krolikowska, Ewa ORCID: 0000-0002-0739-2110 (2023) Women microbusiness owners’ entrepreneurial marketing decision-making during a crisis. Journal of Marketing Management. ISSN 0267-257X (Print), 1472-1376 (Online) (doi:

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Understanding effective marketing decision-making is key to driving business performance. However, knowledge of marketing decision-making by microbusiness owners is limited. Moreover, little is known about how microbusiness owners make marketing decisions under crisis conditions. This article explores entrepreneurial marketing decision-making by women microbusiness owners during the COVID-19 pandemic, through qualitative interviews with providers of children’s activities, who migrated their services online during lockdown. Findings shed light on their marketing decision-making by highlighting transitions between causation and effectuation approaches and identifying key resources leveraged in effectuation decision-making. We also observe how distinct principles of effectuation may be combined to make effective marketing decisions. In addition, we discern interactions within networks and membership of communities of practice as collective influences on women microbusiness owners’ entrepreneurial marketing decision-making.

Item Type: Article
Uncontrolled Keywords: microbusiness, women entrepreneurs, entrepreneurial decision-making, marketing decision-making, communities of practice, crisis management
Subjects: H Social Sciences > H Social Sciences (General)
Faculty / School / Research Centre / Research Group: Faculty of Business
Faculty of Business > Tourism Research Centre
Last Modified: 12 May 2023 09:40

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