Female Entrepreneurs Targeting Women: Strategic Redirection Under Scientific Decision-Making

Luisa Gagliardi () and Elena Novelli ()
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Luisa Gagliardi: Department of Management and Technology, Bocconi University, 20100 Milan, Italy; and Invernizzi Center for Research on Innovation, Organization, Strategy, and Entrepreneurship (ICRIOS), 20100 Milan, Italy
Elena Novelli: Bayes Business School, City St George’s, University of London, London EC1Y 8TZ, United Kingdom; and ION Management Science Lab (SDA Bocconi), 20100 Milan, Italy

Organization Science, 2025, vol. 36, issue 2, 718-736

Abstract: This paper explores whether and to what extent a scientific approach to decision-making can be a useful tool for helping entrepreneurs overcome limitations in the commercial exploitation of their idea, particularly when these limitations stem from their status as users of the products or services. Using data from a variety of sources, including three randomized control trials and LinkedIn data, and focusing on female entrepreneurs who develop a value proposition targeting female consumers as a case of user entrepreneurs, this paper shows that exposure to a training that encourages entrepreneurs to develop theoretical maps about their business propositions and validate them with evidence prompts more radical pivots on their initial ideas compared with entrepreneurs with a value proposition that does not target women explicitly. In turn, treated female entrepreneurs with a female-targeted value proposition who pivot radically show better performance in launching and sustaining their ventures compared with those who have not pivoted.

Keywords: women entrepreneurs; female value proposition; scientific decision-making; user entrepreneurs; knowledge domains (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:inm:ororsc:v:36:y:2025:i:2:p:718-736

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