Leadership Behaviours of Women Entrepreneurs of the Rural and Backward Society in Managing the Challenges of Socio-cultural Roles

Constraining factors of array of socio-cultural norms affect entrepreneurial contribution of women entrepreneurs from rural and backward society and sustainability of their entrepreneurship over time. This research aims to evaluate the leadership behavioral aspects followed by the women entrepreneurs for managing the confronting effects of socio-cultural roles on their entrepreneurial activities. Exploratory assessment to evaluate the leadership behavioral aspects followed by women entrepreneurs to manage the constraining effects of socio-cultural norms was executed through qualitative research method, i.e., semi-structured interview schedule. The Semi-structured interview schedule helped to ensure open and wider responses in context to ensure women participation in entrepreneurial activities and practices followed to manage the challenges posed by socio-cultural norms. Disproportionate strata sampling was followed to approach the women entrepreneurs of Udaipur and Rajasthan districts of Southern Rajasthan. The data was collected from 75 different women entrepreneurs. Significance of relation in between the Socio-Cultural norms and women participation in entrepreneurial activities, and women entrepreneurs’ leadership behaviours and capacity to manage the entrepreneurial barriers was statistically assessed by Structural equation modelling. It was noticed that non-confrontational and caring-oriented leadership behaviours was followed by women entrepreneurs to mitigate the constraining effects of socio-cultural norms. It is also revealed that socio-cultural norms significantly affect the women participation in entrepreneurial activities.