An examination of women MSMEs entreprenuer's personal goals and start-UP factors -interpretive case studies of women MSMEs enterpreneurs in Bangalore city

There are not many answers to the question of how do women decide on entering the entrepreneurship especially in the MSME sector. This study focuses on factors influencing women to venture in to MSMEs. The main objective is to capture the experiences following their entry and model the experiences that contribute to decisions of entering into online platform. This study can be used in evaluating the ecology of marketing and business development activities of Women MSMEs.

The study utilises multiple case study methodology, following the replication approach. The empirical evidence is based on data from seven women MSMEs entrepreneurs who have implemented business projects in many traditional sectors. The cases are analysed based on statistical syllogism. Of these seven, six of the women were perceived as successful and one as facing challenges for survival.

This study helps to confirm the business ecological framework for Women MSME with respect to ease of entry and its success factors. In the MSME context, ease of entry and success seems to be dependent on several interrelated dimensions. Success in one area leads to generating success in other areas, and so creates an upward success spiral. Failure in one area seems to lead to perceived failure in other areas, too, thus creating downward failure spiral.

Early in life, the social self is sufficiently developed so that we do not prefer to eat a big cake alone. We share the cake with our family and friends. We identify with these people sufficiently to see our joy in their joy, and to see our disappointment in theirs The results provides a window glass view of one's own business and how a women MSMEs entrepreneurs views success dimension and focus areas by evaluating her own business. This gives women MSMEs owner a view of ecological self too.