Analysis Of Glass Ceiling And Sustainable Business Optimization For Women Entrepreneurial Careers
Abstract
These study reports the comprehensive study about rebuilt the business resilience is very
important to achieve the rise industry, with women entrepreneurs because of their
important role in the rising of national economy. Most business organizations in Indonesia
have experienced disruption caused by the covid-19 pandemic, not a few have ended up
bankrupt and unable to survive. For this reason, businesswomen need to manage
marketing activities with adaptation and flexible innovation in accordance with the
potential of MSMEs through current agile business and marketing strategy. This research
aims to formulate a framework for business revival after a crisis such as Covid-19. It is
hoped that this research can provide input regarding effective procedures for business
organizations in dealing with business disruption for women business owners. This
research aims to formulate a framework for business women entrepreneurs’ revival during
and after a crisis like covid-19 with qualitative method. A qualitative descriptive approach
was used in this research to obtain an overview of the situation experienced by MSMEs.
The data collection methods used were interviews, observation, and documentation, using
a purposive sampling method in selecting research sources. Source triangulation and
technique triangulation methods were used in this research to ensure data validity. The
data source for this research is 10 female business MSME owners in Tangerang Banten
Indonesia. The results of this research show that agile, adaptation, and innovation, can be
used as solutions to deal with business disruption and solutions in business optimization
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