Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Acknowledging the Women Entrepreneurship′s Scope in J&K through Recognizing Effect of Digitalization

Author(s): Prerna Katoch, Syeda Shazia Bukhari and Suhail Gupta

The study focuses on the aspects of women entrepreneurship and the development taken place in their ventures due to the utilization of digitalization and its techniques. The study is based in the UT of Jammu & Kashmir where the women entrepreneurs are analysed based on the application of digital methods. It follows a quantitative approach where 324 responses are collected using purposive sampling. It is found that the full utilisation of digitalization in the field of entrepreneurship ventures of women has not been done. The tests elucidate that the level of these five components are significantly related to the overall performance. However, on understanding the descriptives, it is found that the levels of competitive aggressiveness and autonomy after digitalization are quite low among the women entrepreneurs. It can be suggested that the digitalization methods required to be used in order to increase the competitive aggressiveness among the entrepreneurs. The use of digitalization has the capability to expand the same and effective usage can ensure the same.

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