Book Review
The role of women in business and society is beset with traditions and expectations that leave women's ambitious desires unfulfilled. And yet, with the rise of the female entrepreneur, this is changing. In her new book, Go-To-Market Strategies for Women Entrepreneurs, entrepreneurship expert Victoria L. Crittenden, along with a cast of first-rate global contributors, provides a lens into the power of women entrepreneurship.
From home businesses and Mompreneurs, to women-led global businesses such as The Body Shop and Ceja Vineyards, Victoria L. Crittenden’s book, Go-To-Market Strategies for Women Entrepreneurs, explores the role woman entrepreneurship plays in building self-efficacy, the power of creating and utilizing social capital, the importance of being authentic and true to one's self, and the value of family, friends, mentors, and role models. By discussing ideas such as the ecosystem of radical generosity, where women are recognized for their talents and where women help each other to succeed,
Victoria and her contributors show the power of empowerment -- empowerment that can positively impact the social and fiscal health of nations through better education, poverty reduction, and decreased violence. This is an unmissable book exploring the positive societal impact and strong economic effects of female empowerment. Through discussing case studies of some of the most successful and powerful women over the last fifty years, this book acts as both an inspiration for women just setting out on their own entrepreneurial journey and validation to those women who have already encountered the ups and downs of their entrepreneurial endeavors.
Author quotes
I believe that entrepreneurship is in the DNA of the women and stories appearing in the chapters of this monograph.
My DNA holds the deeply rooted set of values and beliefs that provided the behavioural norms that have triggered and shaped who I am today. That deeply rooted set of values and beliefs came from my mother, the woman who exemplified micro-entrepreneurship decades before the label and status were ever coined.
There are hurdles to attaining success as a woman entrepreneur, and these hurdles are especially evident in global markets and among groups influenced strongly by ethnic cultural norms.
About the author
Victoria L. Crittenden is Professor of Marketing at Babson College. Her research has been published extensively in journals such as the Journal of the Academy of Marketing Science, Marketing Letters, Sloan Management Review, Psychology & Marketing, Business Horizons, Entrepreneurship Theory & Practice, and Journal of Business Research. In 2015, she co-edited Evolving Entrepreneurial Education: Innovation in the Babson Classroom. More.
Why LoA loves it….
Whether you are about to take the leap to starting your own business, or you are well along your entrepreneurial journey, understanding what success looks like and how to achieve that success yourself is key. In Victoria Crittenden’s book, she shines a spotlight not only on renowned women global business builders who have paved the way for others to follow, but also on all those topics that are fundamental building blocks for achieving similar success. This is a great read for all women entrepreneurs who are looking to put their own roadmap to success in place. — Melanie Hawken, founder & ceo of Lionesses of Africa