Prof. Roya Rahimi, Professor in Marketing & Leisure Management - University of Wolverhampton
Co-Author - Dr Samia Mahmood
New research reveals that women running small businesses are digitally resilient but systemic blind spots are leaving them to battle alone.
Beyond the Buzzwords
Digital transformation is often presented as the great leveller: a sleek arsenal of apps and platforms that promise to democratise opportunity. The message is seductive embrace the tools, and growth will follow. Yet for many women entrepreneurs, particularly those running small businesses, the story unfolding behind the headlines is far more complex.
A study conducted by Dr. Samia Mahmood and Professor Roya Rahimi, involving more than one hundred women entrepreneurs in the UK’s West Midlands, reveals the stark distance between the rhetoric of digital empowerment and the reality of those trying to harness it.
Their experiences are not stories of reluctance or resistance; they are stories of ...
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