ARICLE REVIEW

Gender Entrepreneurship and

Global marketing
SUBMITTED BY : GARIMA DHIR(300177905)
SUBMITTED TO : PROF. PARIKSHIT R. JAVA
SUMMARY
 INTRODUCTION

Every researcher has a

different definition of
Gender some
associate it with sex, The marketing But there is lack of
The role of gender in
other with behavioral campaign of various consensus as to what
global marketing is
characteristics. companies is now is global marketing
said to be complex
Although, it is in globally driven rather due to a number of
because it is assumed
modern times said to than nationally or on distinct definitions of
to inherent and is
be constructed the basis of global as well as
hardly recognized.
through the geography. marketing.
combination of social,
cultural and
psychological means.
(CONTD.)

The most familiar definition being the standardization of different activities of

marketing throughout the globe.

This also gives a number of benefits to companies including economies of

scale, consistent consumer dealings and marketing synergies.

A global marketing orientation can be done through analysing tastes and

preferences, trends at an international level.

This will help not only in marketing campaigns but also in determining the role
of gender in these campaigns.
 GENDER

Gender is defined as a social construction of sex ascribed as masculinity and feminity.

Others believe it is a social , cultural and history.

However, behaviours of men are generally perceived as appropriate, where as the role of
women is seen as someone who does the household chores and taking care of children.

And it is assumed that businesses run by female’s have different characteristics then men as
they are less competitive and more collaborative.
 GENDER ENTREPRENEURSHIP
Gender entrepreneurship is different from traditional entrepreneurship as it has 3 different
elements : exploration, innovation and mindset.

Entrepreneurship considers the aggressive and strong nature of men as contributors to success
of business then softness and empathy of women.

Males in marketing are considered far better than females who are thought to be weak
characteristics.

It is stated that there are two types of female entrepreneurs one who are traditional who are
entrepreneurs because of their financial needs and these kind of entrepreneurs existed in the
past but a modern entrepreneur is by choice an owner and not due to any need.
(CONTD.)

Many studies claim that entrepreneurs are men and hence they
need to be studied more.

This has resulted in women entrepreneurs being an emerging

concept that is changing gender demographies in society.

Entrepreneurship is connected to marketing as a result of its

emphasis on innovation.
GLOBAL MARKETING CAPABILITIES
Due to easier access to different
Global marketing is stated as the
parts of the world it has become
standardization of marketing
simple for companies to make
campaigns and processes.
global marketing strategies.

Although there has been an

numerous research on global
marketing, there is little available
on the relation between gender
entrepreneurship, marketing in
different international context.
The research on marketing
involves day to day pricing ,
promotion and distribution
strategies.
Researches about marketing capabilities

The first one involves the power to attract with advertising, pricing, product
characteristics, distribution, communication, selling, planning and implementing plans.

The other one involves accountability, the ability to connect with consumers,
innovativeness, collaboration and organizational power.

In global marketing companies can adopt marketing strategies either based on cost
leadership or differentiation.

Gender is also a way of influencing the marketing capabilities of companies. Gender

neutral clothing, perfumes, wallets have constituted a big part of marketing
campaigns.
 (CNTD.)
However, there has been
Gender is not based on
a surge in the marketing
biological characteristics Another influence can
campaigns for women as
but attitude, this is be said to be language.
their purchasing power
evident in marketing.
has also increased.

Many developed use

An improvised version of gender neutral
words is imperative to marketing images when
ensure gender equality. compared to developing
countries.
GENDER AND GLOBAL MARKETING

The notion of gender is changing with the changing world. This is because
gender has different meaning in different cultures and societies.

There needs to be specific concentration of gender with marketing to

understand its influence on customer sales.

The way gender is stated through language, color, action and behavior is useful
in understanding its influence on global marketing.

In some countries which are more religion centric female and male are seen
differently than other countries.
(CNTD.)

Feminism can be a source to understand global marketing in context of

gender.

The majority of companies use same or similar marketing strategies for

their product.

This is due to the similarity that is forming due to globalization and the
Internet which has been the main source of communication for the same.
 Another research
How different can be based on the
cultures perceive third gender that is
gender and global emerging that is
POLICY marketing can form
the part of future
transgender in
respect to
AND research. entrepreneurship
and marketing.
FUTURE
RESEARCH
DIRECTION Policy maker needs All this will promote
S to encourage people
to be entrepreneurs
innovation in the
business
regardless of gender environment and
to ensure a gender marketing
neutral society. campaigns.
CRITIQUE
 01
The article provides a broader
view on how gender is not
only about the biological sex
of a person and the role it
plays in global marketing.
02
The article also provides an
adequate information on
how International
marketing is changing into
Global marketing because
of easier commutation and
communication.
03
The article also
concentrates on how Global
marketing campaigns are
now more women driven
because of the increase in
the purchasing power of
women.
 The article talks about how
developed countries are moving
towards more gender neutral
society rather than developing
countries. This fact is not true
always. For example: Saudi Arabia,
although a developed country but
many less rights for women.
Although global marketing
campaigns are moving towards
being less gender oriented yet
there are some products or
services that are gender oriented
and cannot be made a gender
neutral thing. Foe example:
tampons, cosmetics etc.
The article has not talked about how global marketing is helping our society to accept the differences
of gender and how it has influenced people or culture to move towards a more modern society and
eliminate differences.

The article when talked about entrepreneurship, mentioned about female entrepreneurship that it
has two different meanings. One the traditional that was followed in the older times where women
only became entrepreneurs when they had financial disability but that is not true. Women in the
older times also followed their passion but less resources were available for them.