Digital Entrepreneurship Activities Among Gender Groups in Greek Agrifood Firms
摘要
The purpose of this chapter is to provide insight into digital entrepreneurship through the gender lens in Greek agrifood firms. Especially, the study brings to light cultural factors, digital behaviour, marketing activities, and communication media towards e-marketing through gender differences. To achieve this aim, a survey of 91 participants (65 men and 26 women entrepreneurs) was conducted and the data were analyzed using the Principal Component Analysis.