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


Analyzing the Influence of Digitalization in Women Entrepreneurship using Entrepreneurial Orientation

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

The concept of digitalization has been undertaken as a part of academia quite rigorously in the past years. One of its reasons being its integration into every possible advent of business. While some of the important components of digitalisation have been successfully completed by the researchers, there are a few domains that require to be looked upon. The main purpose of this study is to highlight the increasing impact of entrepreneurship in an emerging economy like India and understand the potential areas in which there can be betterment of situation provided. The study has included a review of around 50 papers in the area of digitalisation and entrepreneurship. However, based on the detailed analysis of the models involved in the process a total of four models are shortlisted to be mentioned in the study. The study has identified some of the major gaps lying in the literature corresponding to digitalisation and entrepreneurship. A model including the components of entrepreneurial orientation, digitalisation and performance has been created to understand the situation of women entrepreneurship in an emerging economy like India.

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