Between Handholding and Hand-held Devices: Marketing Through Smartphone Innovation and Women’s Entrepreneurship in Post Conflict Economies in Times of Crisis
研究了后冲突经济体危机时期女性创业者面临的挑战，以及智能手机应用如何帮助她们克服这些挑战并制定营销策略，基于对伊拉克30位女性创业者的访谈。
There is a wide gender gap in developing countries due to a range of cultural, economic and political barriers. This is even more accentuated in post conflict economies in times of crisis. Smartphones and mobile applications can help to narrow this gap. The economic and non-economic challenges facing women entrepreneurs and the role of smartphone innovation in overcoming these challenges and developing strong marketing strategies were investigated. We drew on the 5 M model to investigate how mobile applications can support women entrepreneurs. We conducted thirty interviews with women entrepreneurs in Iraq. The findings show that mobile applications provided these entrepreneurs with innovative ways to overcome many of the challenges they face in relation to running a business. The research provides theoretical contributions by developing an integrated, multilevel analytical model on women in entrepreneurship based on extending the 5 M model with new technology-related elements. Practical, policy and managerial implications are discussed.