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Promoting Women Entrepreneurship in UAE through ItsHerWay SP Jain School of Global Management, Academic City, Dubai, UAE 1 ACKNOWLEDGEMENT

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Promoting Women Entrepreneurship in UAE through ItsHerWay SP Jain School of Global Management, Academic City, Dubai, UAE 1 ACKNOWLEDGEMENT
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  Applied Business Research Report On Promoting Women Entrepreneurship in UAE through ItsHerWay Submitted in partial fulfillment of the requirement of Executive Masters in Business Administration (EMBA) Marketing Specialization Submitted By: - Mentored By: -  Name: Shweta Agarwal Dr. Shital Vakhariya Roll No.: EDX4184228 Armin Jamula (CEO of ItsHerWay) EMBA 42 SP Jain School of Global Management, Academic City, Dubai, UAE     1 ACKNOWLEDGEMENT I would like to thank Miss Armin Jamula for accepting to become my industrial mentor and giving me an opportunity to work with her and learn from her rich experience in the field of women entrepreneurship. I ’m grateful to Dr. Shital Vakhariya, my academic mentor, for guiding me throughout the course of this research. The completion of this research would not have been possible without the teachings and guidance of Professor Nitin Patwa and Professor Umesh Kothari. I would like to especially thank Dr. Gary Stockport for the teachings and guidance provided during Business strategy course and Global Immersion Project. I would like to add that Dr. Kalika Bansal, Dr. Anna Tarabasz and Dr. Smitha S. Ranganathan have inspired me to make a difference for female entrepreneurs in a male dominated world of business. A debt of gratitude is also owed to Miss Miriam Walsh who is the source of inspiration for the crafters of UAE with her constant support and guidance through ARTE, the maker’s market.  ARTE is the reason I got inspired to start my own crochet business. I must also thank Miss Theresa Tsui who made me realize the importance of marketing for business and inspired me to pursue an MBA to learn more about it. I am grateful to all the faculty of S P Jain School of Global management for their guidance and support throughout the course. I must especially thank Miss Parmita Debnath, Miss Priyal Pandya and Miss  Neha Motiwala for believing in me and encouraging me to take up my studies once again. Most importantly, I must thank my husband Mr. Sandeep Agarwal, for giving me this opportunity to  pursue my studies once again and for supporting me throughout this journey. I dedicate this research to my parents who always believed in me and pushed me to challenge my limits.   2 DECLARATION I hereby declare that the matter included in this ABR report entitled “ Promoting Women Entrepreneurship in UAE through ItsHerWay ” , is the result of study and interviews carried out by me at ItsHerWay.com I further declare that this is my srcinal work and has not been published anywhere  before. This Project Work has been carried out for the sole purpose of submission in partial fulfillment of Executive M aster’s in Business Management (EMBA) in Marketing at SP Jain School of Global Management, Dubai. Shweta Agarwal EDX4184228 EMBA 42 SP Jain School of Global Management Block 5 Academic City Dubai, UAE The above is true to the best of my knowledge and information Project Mentor Dr. Shital Vakhariya Industry Mentor Armin Jamula   3 Table of Contents Table of Figures ..................................................................................................................................... 6   List of Tables ......................................................................................................................................... 8   1   Introduction ................................................................................................................................... 10   2   Literature Review.......................................................................................................................... 13   2.1   Industry Literature ................................................................................................................. 13   2.1.1    Need for promoting Women Entrepreneurship.............................................................. 13   2.1.2   Women Entrepreneurship in UAE ................................................................................. 15   2.1.3   Potential for growth of Women Entrepreneurship in UAE ........................................... 18   2.1.4   Starting a business in UAE ............................................................................................ 21   2.1.5   Challenges faced by Women Entrepreneurs .................................................................. 22   2.1.6    New opportunities for women entrepreneurs through E-commerce .............................. 23   2.1.7   Identifying potential Entrepreneurs through Social Media ............................................ 23   2.1.8   Importance of Community for Female Entrepreneurship .............................................. 24   2.1.9   ItsHerWay - Company Introduction .............................................................................. 25   2.1.10   Competitor Analysis ...................................................................................................... 27   2.2   Academic Literature .............................................................................................................. 28   2.2.1   Small Enterprises: Women Entrepreneurs in the UAE by Hans Christiaan Haan ......... 28   2.2.2   United Arab Emirates female entrepreneurs: Motivations and frustrations by Hanifa Itani, Yusuf M. Sidani and Imad Baalbaki ................................................................................... 29   2.2.3   A Comparative Study on Gender and Entrepreneurship Development: Still a Male’s World within UAE cultural Context by Dr. Samia A. Kargwell .................................................. 30   2.2.4   Behind the veil: The Challenges and Impediments encountered by Women Entrepreneurs in the United Arab Emirates by Rizwan Tahir and Mohamed El Baradie ............ 32   2.2.5   Women-Entrepreneurship-in-India-Understanding-the-Role-of-NGOs by Namita Kumari 33   2.2.6   The Story of Etsy's Crafty Growth to IPO and a $2 Billion Valuation ......................... 35   2.2.7   The Role of Social Media in Brand Recognition: Case Studies from Turkey ............... 37   2.2.8   The Effect of Social Media Marketing on Brand Awareness through Facebook: An Individual-Based Perspective of Mobile Services Sector in Egypt by Hana Othman ElAydi ..... 38   2.2.9   The Hunger Games: Catching Fire Using Digital and Social Media for Brand Storytelling .................................................................................................................................... 38   2.2.10   B randing in the Digital Age: You’re Spending Your Money in All the Wrong Places by David C. Edelman ......................................................................................................................... 39   2.2.11   Getting Brand Communities Right by Susan Fournier and Lara Lee ............................ 40   2.2.12   Built to Last by Jim Collins and Jerry I. Porras ............................................................. 41   2.2.13   The 22 Immutable Laws of Marketing by Jack Trout and Al Ries ............................... 42     4 2.2.14   Crush It! Why NOW Is the Time to Cash in on Your Passion by Gary Vaynerchuk ... 43   2.2.15   Conclusion from Literature Reading ............................................................................. 43   2.3   Framework Analysis ............................................................................................................. 44   2.3.1   Customer Segmentation and Buyer Personas ................................................................ 44   2.3.2   Generic Competitive Strategy ........................................................................................ 46   2.3.3   Business Model Canvas ................................................................................................. 47   2.4   Conceptual Framework ......................................................................................................... 49   2.4.1   Dependent Variables ...................................................................................................... 52   2.4.2   Independent Variables ................................................................................................... 52   3   Research Methodology ................................................................................................................. 53   3.1   Problem Statement / Research Question ............................................................................... 53   3.2   Hypotheses ............................................................................................................................ 53   3.3   Research Approach ............................................................................................................... 53   3.4   Study Instruments .................................................................................................................. 53   3.5   Statistical Test Used .............................................................................................................. 54   4   Data Analysis and Findings .......................................................................................................... 55   4.1   Situation Analysis ................................................................................................................. 55   4.1.1   PESTEL Analysis .......................................................................................................... 55   4.1.2   SWOT Analysis ............................................................................................................. 58   4.1.3   Porter’s 5 Forces Analysis  ............................................................................................. 59   4.2   Qualitative Analysis .............................................................................................................. 60   4.2.1   Expert Interviews ........................................................................................................... 60   4.2.2   Interview with Women Entrepreneurs ........................................................................... 63   4.3   Quantitative Analysis ............................................................................................................ 65   4.3.1   Demographics ................................................................................................................ 65   4.3.2   Motivation for Entrepreneurship .................................................................................... 69   4.3.3   Challenges Faced by Women Entrepreneurs ................................................................. 72   4.3.4   Business information ..................................................................................................... 76   4.3.5   Service Needs................................................................................................................. 82   4.3.6   Willingness to join ItsHerWay....................................................................................... 84   4.3.7   Segmentation criteria ..................................................................................................... 85   4.3.8   Segment wise analysis of Likelihood of joining ItsHerWay as a seller ........................ 86   4.3.9   Segment wise analysis of Service needs ........................................................................ 87   4.3.10   Regression Analysis of joining ItsHerWay with respect to services ............................. 90   4.4   Research Findings ................................................................................................................. 92  
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