Strategies for Women Entrepreneurs to Reorient Business During Post COVID-19 Pandemic

Abstract

Considering women entrepreneurship as a global phenomenon, scholarly interest in this concept has consistently enhanced in the past few decades. The purpose of present study is to determine various strategies, women entrepreneurs can adapt to reorient business during post covid-19 pandemic. The systematic literature review methodology has been adapted for the purpose of existing study. The study proposes market orientation and learning orientation as the key constructs in fostering innovativeness in the business, which ultimately assist the female entrepreneurs to boost their business performance. Adaption of market orientation, learning orientation and innovativeness in the business would lead to upgradation in existing products, as well as development of new products. The findings of this study highlight the need for women entrepreneurs to reconstruct business by adapting strong market orientation, learning orientation and innovativeness in order to rebuild business during this post pandemic period. Study makes a significant academic contribution for future researchers and management practitioners to ponder upon.