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<p>This paper investigates how national culture impacts the performance of women entrepreneurs (WEP) in India. Approaching the theory of national culture and entrepreneurial orientation, a research model with the moderation of innovativeness, risk-taking, and autonomy in the relationship between national culture and WEP mediated through competitive aggressiveness was developed. Using systematic sampling, 477 Indian women entrepreneurs were approached for their responses. The measurement model was checked through AMOS, and the hypothesized relationships were checked through PROCESS macros. Results indicated that (i) National culture has a positive effect on WEP and competitive aggressiveness, (ii) competitive aggressiveness is positively associated with WEP, and (iii) competitive aggressiveness mediates the relationship between national culture and WEP. The moderated moderation of innovativeness and risk-taking in national culture and WEP relationship mediated by competitive aggressiveness was supported. The results also support the moderation of autonomy in national culture and competitive aggressiveness. The originality of this research stems from the three-way interaction and the two-way interaction between national culture and competitive aggressiveness. The study encompasses theoretical and practical insights.</p>

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National culture, entrepreneurial orientation and women entrepreneurs’ performance

  • 期刊论文

  • 发表日期：

    2026年1月3日

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  • Anurag Singh,
  • Satyanarayana Parayitam

摘要

This paper investigates how national culture impacts the performance of women entrepreneurs (WEP) in India. Approaching the theory of national culture and entrepreneurial orientation, a research model with the moderation of innovativeness, risk-taking, and autonomy in the relationship between national culture and WEP mediated through competitive aggressiveness was developed. Using systematic sampling, 477 Indian women entrepreneurs were approached for their responses. The measurement model was checked through AMOS, and the hypothesized relationships were checked through PROCESS macros. Results indicated that (i) National culture has a positive effect on WEP and competitive aggressiveness, (ii) competitive aggressiveness is positively associated with WEP, and (iii) competitive aggressiveness mediates the relationship between national culture and WEP. The moderated moderation of innovativeness and risk-taking in national culture and WEP relationship mediated by competitive aggressiveness was supported. The results also support the moderation of autonomy in national culture and competitive aggressiveness. The originality of this research stems from the three-way interaction and the two-way interaction between national culture and competitive aggressiveness. The study encompasses theoretical and practical insights.