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The comparative analysis of marketing activities among rural women entrepreneurs in Fars province, Iran

Author

Listed:
  • Kurosh Rezaei-Moghaddam

    (Shiraz University)

  • Ommolbani Karami

    (Shiraz University)

  • Mahsa Fatemi

    (Shiraz University)

Abstract

Entrepreneurship has become the crucial subject of discussion among social and economic development specialists as the key to solving problems and reducing obstacles to human development. On the other hand, marketing is also considered as a main factor for entrepreneurial businesses’ survival and progress. Thus, low marketing skills in small businesses often lead to lower performance levels and higher risk failures. The present study aimed to identify and analyze the marketing activities among rural women entrepreneurs. This research was conducted using a survey method among women entrepreneurs who were the members of agricultural development specialized holding companies in Fars province, Iran. A random sampling method was used to select 307 rural entrepreneurial women. According to the findings, marketing methods such as face-to-face advertising, making phone calls, participating in exhibitions, and sending text messages by women entrepreneurs are widely used. In applying the marketing methods, paying attention to the components of the marketing mix, and applying marketing strategy, women entrepreneurs in Marvdasht had the highest score. The entrepreneurial women in Marvdasht are more risk-takers, who use both marketing methods and strategies more often than women in other cities of Fars. Finally, some suggestions were presented to improve women entrepreneurs’ marketing activities.

Suggested Citation

  • Kurosh Rezaei-Moghaddam & Ommolbani Karami & Mahsa Fatemi, 2019. "The comparative analysis of marketing activities among rural women entrepreneurs in Fars province, Iran," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 9(1), pages 1-20, December.
    • Handle: RePEc:spr:jglont:v:9:y:2019:i:1:d:10.1186_s40497-019-0189-8
    DOI: 10.1186/s40497-019-0189-8
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    References listed on IDEAS

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    1. Kurosh Rezaei-Moghaddam & Hoda Izadi, 2019. "Entrepreneurship in small agricultural quick-impact enterprises in Iran: development of an index, effective factors and obstacles," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 9(1), pages 1-21, December.
    2. Antonio Capaldo, 2007. "Network structure and innovation: The leveraging of a dual network as a distinctive relational capability," Strategic Management Journal, Wiley Blackwell, vol. 28(6), pages 585-608, June.
    3. Rijkers, Bob & Costa, Rita, 2012. "Gender and Rural Non-Farm Entrepreneurship," World Development, Elsevier, vol. 40(12), pages 2411-2426.
    4. Somayeh Tohidyan Far & Kurosh Rezaei-Moghaddam, 2019. "Multifunctional agriculture: an approach for entrepreneurship development of agricultural sector," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 9(1), pages 1-23, December.
    5. Geels, Frank W., 2004. "From sectoral systems of innovation to socio-technical systems: Insights about dynamics and change from sociology and institutional theory," Research Policy, Elsevier, vol. 33(6-7), pages 897-920, September.
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