Social norms as a lever for female entrepreneurship in the Global South

Can women’s social networks in the Global South become a springboard for entrepreneurship instead of a barrier?

In short
This research explores how the social networks of women in collectivist cultures in the Global South can support rather than hinder entrepreneurship. We develop tools for support organisations and women themselves to turn social ties into business assets.

Need and relevance
In the Global South, entrepreneurship is often one of the few viable paths out of poverty for women. However, they face barriers such as limited access to resources, education, and support, alongside restrictive gender norms. These networks, typically seen as limiting, may actually hold the key to success. Our project aims to unlock that potential.

From approach to impact
Through qualitative research and collaboration with local support organisations, we examine how social expectations and role conflicts affect women’s businesses. The resulting tools help women and their networks become active drivers of entrepreneurship. This project contributes to knowledge creation on gender, entrepreneurship and social structures, and aims to foster more sustainable, context-sensitive support.