Female entrepreneurship and company´s digitalization from the perspective of grounded theory
Abstract
Digitalization has radically transformed the economic landscape, democratizing access to markets and resources. However, the gender gap in technology adoption remains as a significant challenge. This study, conducted in Celaya, Guanajuato, aimed to understand the role of women founders in the digitalization of their micro, small, and medium-sized enterprises (MSMEs). The research was framed within a qualitative paradigm and employed a grounded theory design. The reference framework included the Individual Gender Differences Theory (IGDT) and Information Technology (IT) Theory. Twenty interviews (both in-person and online) were conducted between February and June 2025, and the data was analyzed using Atlas.ti v7. The study found that women’s entrepreneurship is driven by profound concerns and fueled by a constant pursuit of training (both empirical and formal). Women utilize technology for management and growth, facing structural and social challenges. Gender stereotypes persist, and the phenomenon of intragender sexism was identified. Formalization and professionalization proved to be key conditions for business sustainability. Women face external, internal, and symbolic barriers that affect their level of digital adoption. Their entrepreneurship is characterized by a dynamic cycle of motivation, learning, and adaptation. This cycle is driven by the aspiration for social impact and collective well-being, beyond the mere pursuit of income.
References
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Bardasi, E., Sabarwal, S., & Terrell, K. (2011). How do female entrepreneurs perform? Evidence from three developing regions. Small Business Economics, 37(4), 417–441. https://doi.org/10.1007/s11187-011-9374-z
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Blengini, M. V. L. (2020). Explorative case study on the digital transformation of Austrian SMEs with digitalization in place, with a focus on their organizational culture [Tesis de maestría, Johannes Kepler University Linz]. https://epub.jku.at/obvulihs/content/titleinfo/5446155
Bouwman, H., Nikou, S., & de Reuver, M. (2019). Digitalization, business models, and SMEs: How do business model innovation practices improve performance of digitalizing SMEs? Telecommunications Policy, 43(9), 101828. https://doi.org/10.1016/j.telpol.2019.101828
Bozoglu Batı, G., & Armutlulu, I. H. (2020). Work and family conflict analysis of female entrepreneurs in Turkey and classification with rough set theory. Humanities and Social Sciences Communications, 7(1), 15. https://doi.org/10.1057/s41599-020-0498-0
Breschi, S., Lassébie, J., & Menon, C. (2018). A portrait of innovative start-ups across countries (OECD Science, Technology and Industry Working Papers, No. 2018/2). OECD Publishing. https://doi.org/10.1787/f9ff02f4-en
Bruni, A., Gherardi, S., & Poggio, B. (2004). Doing gender, doing entrepreneurship: An ethnographic account of intertwined practices. Gender, Work and Organization, 11(4), 406–429. https://doi.org/10.1111/j.1468-0432.2004.00240.x
Brush, C. G., de Bruin, A., & Welter, F. (2009). A gender-aware framework for women’s entrepreneurship. International Journal of Gender and Entrepreneurship, 1(1), 8–24. https://doi.org/10.1108/17566260910942318
Charmaz, K. (2014). Constructing grounded theory. SAGE Publications Ltd.
Chen, G., Liu, C., & Tjosvold, D. (2005). Conflict management for effective top management teams and innovation in China. Journal of Management Studies, 42(2), 277–300. https://doi.org/10.1111/j.1467-6486.2005.00497.x
Chirinos, Y., Luna, J., Rojas, D., & Barbera, N. (2019). Sustainable entrepreneurship: A Latin American perspective. En Y. Chirinos, A. García, J. Luna, N. Barbera, & D. Rojas (Eds.), Trends in university research: A Latin American perspective, 6(6), 1–15. Servando Garcés University Press. https://doi.org/10.47212/tendencias_vi_2019_2
Dassouli, S., Satt, H., Bodolica, V., & M’hamdi, M. (2024). A grounded theory approach to technology adoption in SMEs: An analysis of handicraft companies in Morocco. Management Revue, 35(2), 247–276. https://doi.org/10.5771/0935-9915-2024-2-247
Denzin, N. K., & Strauss, A. L. (1988). Qualitative analysis for social scientists. Cambridge University Press.
Díaz-García, C., González-Moreno, A., & Sáez-Martínez, F. J. (2013). Gender diversity within R&D teams: Its impact on radicalness of innovation. Innovation: Organization and Management, 15(2), 149–160. https://doi.org/10.5172/impp.2013.15.2.149
Fairlie, R. W., & Robb, A. M. (2009). Gender differences in business performance: Evidence from the characteristics of business owners survey. Small Business Economics, 33(4), 375–395. https://doi.org/10.1007/s11187-009-9207-5
García, G. E., & Manzano, J. (2010). Basic methodological procedures and researcher skills in the context of grounded theory. Iztapalapa, Journal of Social Sciences and Humanities, (69), 17-39. https://revistaiztapalapa.izt.uam.mx/index.php/izt/article/view/241
Gatewood, E. et al. (2003). Women entrepreneurs, their ventures, and the venture capital industry: An annotated bibliography. Entrepreneurship and Small Business Research Institute (ESBRI). https://id.lib.harvard.edu/alma/990091970170203941/catalog
Guzman, J., & Kacperczyk, A. (2019). Gender gap in entrepreneurship. Research Policy, 48(7), 1666–1680. https://doi.org/10.1016/j.respol.2019.03.012
Hillman, A. J., Cannella, A. A., Jr., & Harris, I. C. (2002). Women and racial minorities in the boardroom: How do directors differ? Journal of Management, 28(6), 747–763. https://doi.org/10.1016/S0149-2063(02)00192-7
Hönigsberg, S., & Dinter, B. (2019, noviembre). Toward a method to foster the digital transformation in SME networks (ICIS 2019). 40th International Conference on Information Systems.
IMCO. (2024, 19 de julio). Women in business. https://imco.org.mx/mujeres-en-las-empresas-2024/
International Labor Organization-ILO (2019). Women in business management. Arguments for change. International Labor Organization. www.ilo.org/global/publications/books/WCMS_700977/lang--es/index.htm
Jennings, J. E., & Brush, C. G. (2013). Research on women entrepreneurs: Challenges to (and from) the broader entrepreneurship literature? Academy of Management Annals, 7(1), 663–715. https://doi.org/10.1080/19416520.2013.782190
Khan, O., Daddi, T. y Iraldo, F. (2020). The role of dynamic capabilities in circular economy implementation and performance of companies. Corporate Social Responsibility and Environmental Management, 27(6), 3018-3033. https://doi.org/10.1002/csr.2020
Kuhn, P., & Villeval, M. C. (2015). Are women more attracted to cooperation than men? The Economic Journal, 125(582), 115–140. https://doi.org/10.1111/ecoj.12122
Lozano, E., & Tiburcio, M. (2025). Evaluation of the digitization of micro and small enterprises in the State of Guanajuato, Mexico. Revista Temario Científico, 5(1), e25050102. https://doi.org/10.47212/rtcAlinin.3.125.22
Martínez León, I. M., Arcas Lario, N., & García Hernández, M. (2011). La influencia del género sobre la responsabilidad social empresarial en las entidades de economía social. REVESCO. Revista de Estudios Cooperativos, (105), 143–172. https://www.redalyc.org/pdf/367/36718802007.pdf
Miller, T., & Triana, M. d. C. (2009). Demographic diversity in the boardroom: Mediators of the board diversity–firm performance relationship. Journal of Management Studies, 46(5), 755–786. https://doi.org/10.1111/j.1467-6486.2009.00839.x
Miniesy, R., Shahin, M., & Fakhreldin, H. (2021). Factors behind digital entrepreneurship adoption by Egyptian MSEs. En Proceedings of the European Conference on Innovation and Entrepreneurship, ECIE (pp. 523–531). https://buescholar.bue.edu.eg/econ/82/
Mishra, A. A., Maheshwari, M., Pandey, J., & Hassan, Y. (2023). Fempreneurship through digital platforms: The “Labyrinth Groove” and the “Barricades” within. Journal of Global Information Management, 31(8), 1–29. https://doi.org/10.4018/JGIM.329606
Moore, D. P. (1990). An examination of present research on the female entrepreneur: Suggested research strategies for the 1990’s. Journal of Business Ethics, 9(4–5), 275–281. https://link.springer.com/article/10.1007/BF00380327
Nayak, M., Nayak, P. M., Birau, R., Wanke, P., & Tan, Y. A. (2024). Exploring women entrepreneurs’ push–pull motives and challenges: Empirical evidence in an emerging economy. International Journal of Sociology and Social Policy, 44(1/2), 188–207. https://doi.org/10.1108/IJSSP-09-2023-0210
O’Reilly, K., Paper, D., & Marx, S. (2012). Demystifying grounded theory for business research. Organizational Research Methods, 15(2), 247–262. https://doi.org/10.1177/1094428111434559
Organization for Economic Cooperation and Development. (2024). OECD Digital Economy Outlook 2024 (Volume 2). https://www.oecd.org/en/publications/oecd-digital-economy-outlook-2024-volume-2_3adf705b-en.html
Pourmorshed, S., & Durst, S. (2022). The usefulness of the digitalization integration framework for developing digital supply chains in SMEs. Journal of Management Development, 41(7), 639–653. https://doi.org/10.1108/JMD-09-2021-0268
Quesenberry, J. L., & Trauth, E. M. (2012). The (dis)placement of women in the IT workforce: an investigation of individual career values and organisational interventions: The (dis)placement of women in the IT workforce. Information Systems Journal, 22(6), 457–473. https://doi.org/10.1111/j.1365-2575.2012.00416.x
Rani, U., Castel-Branco, R., Satija, S., & Nayar, M. (2022). Women, work, and the digital economy. Gender and Development, 30(3), 421–435. https://doi.org/10.1080/13552074.2022.2151729
Ratten, V. (2023). Global entrepreneurship research and practice in the post‐pandemic world. Global Business and Organizational Excellence, 42(5), 5–8. https://doi.org/10.1002/joe.22224
Saavedra, M. L. (2023). Female empowerment through entrepreneurship in the digital age. Multidisciplinary Business Review, 16(2), 37–52. https://doi.org/10.35692/07183992.16.2.4
Said, I., & Enslin, C. (2020). Lived experiences of females with entrepreneurship in Sudan: Networking, social expectations, and family support. Sage Open, 10(4), 1–15. https://doi.org/10.1177/2158244020963131
Saldana, J. (2009). The Coding Manual for Qualitative Researchers. Sage Publications.
Saldaña, J. (2009). The coding manual for qualitative researchers (3rd ed.). SAGE.
Stevenson, L. (1990). Some methodological problems associated with researching women entrepreneurs. Journal of Business Ethics, 9(4–5), 439–446. https://link.springer.com/article/10.1007/BF00380343
Strauss, A., & Corbin, J. (1998). Basics of qualitative research techniques. Sage.
Strauss, A., & Corbin, J. (2002). Basics of qualitative research: Techniques and procedures for developing grounded theory. SAGE.
Suseno, Y., & Abbott, L. (2021). Women entrepreneurs’ digital social innovation: Linking gender, entrepreneurship, social innovation and information systems. Information Systems Journal, 31(5), 717–744. https://doi.org/10.1111/isj.12327
Thébaud, S. (2015). Business as plan B: Institutional foundations of gender inequality in entrepreneurship across 24 industrialized countries. Administrative Science Quarterly, 60(4), 671–711. https://doi.org/10.1177/0001839215591600
Ughetto, E., Rossi, M., Audretsch, D., & Lehmann, E. E. (2020). Female entrepreneurship in the digital era. Small Business Economics, 55(2), 305–312. https://doi.org/10.1007/s11187-019-00298-8
UNESCO/OECD/IDB. (2022). The effects of AI on the working lives of women. UNESCO. https://doi.org/10.1787/14e9b92c-en
Weber, A., & Zulehner, C. (2010). Female hires and the success of start-up firms. The American Economic Review, 100(2), 358–361. https://doi.org/10.1257/aer.100.2.358
Welsh, D. H. B., Kaciak, E., & Minialai, C. (2017). The influence of perceived management skills and perceived gender discrimination in launch decisions by women entrepreneurs. International Entrepreneurship and Management Journal, 13(1), 1–33. https://doi.org/10.1007/s11365-015-0379-y
Wicks, D. (2017). The Coding Manual for Qualitative Researchers (3rd edition). Qualitative Research in Organizations and Management: An International Journal, 12(2), 143–155. https://doi.org/10.1108/qrom-08-2016-1408
Ahl, H. (2006). Why research on women entrepreneurs needs new directions. Entrepreneurship Theory and Practice, 30(5), 595–621. https://doi.org/10.1111/j.1540-6520.2006.00138.x
Audretsch, D. B., Lehmann, E. E., & Wirsching, K. (2017). Female immigrant entrepreneurship. En A. Link (Ed.), Gender and entrepreneurial activity (pp. 64–68). Edward Elgar. https://doi.org/10.4337/9781785364747.00007
Bardasi, E., Sabarwal, S., & Terrell, K. (2011). How do female entrepreneurs perform? Evidence from three developing regions. Small Business Economics, 37(4), 417–441. https://doi.org/10.1007/s11187-011-9374-z
Bernardino, S., Freitas Santos, J., & Cadima Ribeiro, J. (2018). Social entrepreneur and gender: What’s personality got to do with it? International Journal of Gender and Entrepreneurship, 10(1), 61–83. https://doi.org/10.1108/IJGE-07-2017-0040
Blengini, M. V. L. (2020). Explorative case study on the digital transformation of Austrian SMEs with digitalization in place, with a focus on their organizational culture [Tesis de maestría, Johannes Kepler University Linz]. https://epub.jku.at/obvulihs/content/titleinfo/5446155
Bouwman, H., Nikou, S., & de Reuver, M. (2019). Digitalization, business models, and SMEs: How do business model innovation practices improve performance of digitalizing SMEs? Telecommunications Policy, 43(9), 101828. https://doi.org/10.1016/j.telpol.2019.101828
Bozoglu Batı, G., & Armutlulu, I. H. (2020). Work and family conflict analysis of female entrepreneurs in Turkey and classification with rough set theory. Humanities and Social Sciences Communications, 7(1), 15. https://doi.org/10.1057/s41599-020-0498-0
Breschi, S., Lassébie, J., & Menon, C. (2018). A portrait of innovative start-ups across countries (OECD Science, Technology and Industry Working Papers, No. 2018/2). OECD Publishing. https://doi.org/10.1787/f9ff02f4-en
Bruni, A., Gherardi, S., & Poggio, B. (2004). Doing gender, doing entrepreneurship: An ethnographic account of intertwined practices. Gender, Work and Organization, 11(4), 406–429. https://doi.org/10.1111/j.1468-0432.2004.00240.x
Brush, C. G., de Bruin, A., & Welter, F. (2009). A gender-aware framework for women’s entrepreneurship. International Journal of Gender and Entrepreneurship, 1(1), 8–24. https://doi.org/10.1108/17566260910942318
Charmaz, K. (2014). Constructing grounded theory. SAGE Publications Ltd.
Chen, G., Liu, C., & Tjosvold, D. (2005). Conflict management for effective top management teams and innovation in China. Journal of Management Studies, 42(2), 277–300. https://doi.org/10.1111/j.1467-6486.2005.00497.x
Chirinos, Y., Luna, J., Rojas, D., & Barbera, N. (2019). Sustainable entrepreneurship: A Latin American perspective. En Y. Chirinos, A. García, J. Luna, N. Barbera, & D. Rojas (Eds.), Trends in university research: A Latin American perspective, 6(6), 1–15. Servando Garcés University Press. https://doi.org/10.47212/tendencias_vi_2019_2
Dassouli, S., Satt, H., Bodolica, V., & M’hamdi, M. (2024). A grounded theory approach to technology adoption in SMEs: An analysis of handicraft companies in Morocco. Management Revue, 35(2), 247–276. https://doi.org/10.5771/0935-9915-2024-2-247
Denzin, N. K., & Strauss, A. L. (1988). Qualitative analysis for social scientists. Cambridge University Press.
Díaz-García, C., González-Moreno, A., & Sáez-Martínez, F. J. (2013). Gender diversity within R&D teams: Its impact on radicalness of innovation. Innovation: Organization and Management, 15(2), 149–160. https://doi.org/10.5172/impp.2013.15.2.149
Fairlie, R. W., & Robb, A. M. (2009). Gender differences in business performance: Evidence from the characteristics of business owners survey. Small Business Economics, 33(4), 375–395. https://doi.org/10.1007/s11187-009-9207-5
García, G. E., & Manzano, J. (2010). Basic methodological procedures and researcher skills in the context of grounded theory. Iztapalapa, Journal of Social Sciences and Humanities, (69), 17-39. https://revistaiztapalapa.izt.uam.mx/index.php/izt/article/view/241
Gatewood, E. et al. (2003). Women entrepreneurs, their ventures, and the venture capital industry: An annotated bibliography. Entrepreneurship and Small Business Research Institute (ESBRI). https://id.lib.harvard.edu/alma/990091970170203941/catalog
Guzman, J., & Kacperczyk, A. (2019). Gender gap in entrepreneurship. Research Policy, 48(7), 1666–1680. https://doi.org/10.1016/j.respol.2019.03.012
Hillman, A. J., Cannella, A. A., Jr., & Harris, I. C. (2002). Women and racial minorities in the boardroom: How do directors differ? Journal of Management, 28(6), 747–763. https://doi.org/10.1016/S0149-2063(02)00192-7
Hönigsberg, S., & Dinter, B. (2019, noviembre). Toward a method to foster the digital transformation in SME networks (ICIS 2019). 40th International Conference on Information Systems.
IMCO. (2024, 19 de julio). Women in business. https://imco.org.mx/mujeres-en-las-empresas-2024/
International Labor Organization-ILO (2019). Women in business management. Arguments for change. International Labor Organization. www.ilo.org/global/publications/books/WCMS_700977/lang--es/index.htm
Jennings, J. E., & Brush, C. G. (2013). Research on women entrepreneurs: Challenges to (and from) the broader entrepreneurship literature? Academy of Management Annals, 7(1), 663–715. https://doi.org/10.1080/19416520.2013.782190
Khan, O., Daddi, T. y Iraldo, F. (2020). The role of dynamic capabilities in circular economy implementation and performance of companies. Corporate Social Responsibility and Environmental Management, 27(6), 3018-3033. https://doi.org/10.1002/csr.2020
Kuhn, P., & Villeval, M. C. (2015). Are women more attracted to cooperation than men? The Economic Journal, 125(582), 115–140. https://doi.org/10.1111/ecoj.12122
Lozano, E., & Tiburcio, M. (2025). Evaluation of the digitization of micro and small enterprises in the State of Guanajuato, Mexico. Revista Temario Científico, 5(1), e25050102. https://doi.org/10.47212/rtcAlinin.3.125.22
Martínez León, I. M., Arcas Lario, N., & García Hernández, M. (2011). La influencia del género sobre la responsabilidad social empresarial en las entidades de economía social. REVESCO. Revista de Estudios Cooperativos, (105), 143–172. https://www.redalyc.org/pdf/367/36718802007.pdf
Miller, T., & Triana, M. d. C. (2009). Demographic diversity in the boardroom: Mediators of the board diversity–firm performance relationship. Journal of Management Studies, 46(5), 755–786. https://doi.org/10.1111/j.1467-6486.2009.00839.x
Miniesy, R., Shahin, M., & Fakhreldin, H. (2021). Factors behind digital entrepreneurship adoption by Egyptian MSEs. En Proceedings of the European Conference on Innovation and Entrepreneurship, ECIE (pp. 523–531). https://buescholar.bue.edu.eg/econ/82/
Mishra, A. A., Maheshwari, M., Pandey, J., & Hassan, Y. (2023). Fempreneurship through digital platforms: The “Labyrinth Groove” and the “Barricades” within. Journal of Global Information Management, 31(8), 1–29. https://doi.org/10.4018/JGIM.329606
Moore, D. P. (1990). An examination of present research on the female entrepreneur: Suggested research strategies for the 1990’s. Journal of Business Ethics, 9(4–5), 275–281. https://link.springer.com/article/10.1007/BF00380327
Nayak, M., Nayak, P. M., Birau, R., Wanke, P., & Tan, Y. A. (2024). Exploring women entrepreneurs’ push–pull motives and challenges: Empirical evidence in an emerging economy. International Journal of Sociology and Social Policy, 44(1/2), 188–207. https://doi.org/10.1108/IJSSP-09-2023-0210
O’Reilly, K., Paper, D., & Marx, S. (2012). Demystifying grounded theory for business research. Organizational Research Methods, 15(2), 247–262. https://doi.org/10.1177/1094428111434559
Organization for Economic Cooperation and Development. (2024). OECD Digital Economy Outlook 2024 (Volume 2). https://www.oecd.org/en/publications/oecd-digital-economy-outlook-2024-volume-2_3adf705b-en.html
Pourmorshed, S., & Durst, S. (2022). The usefulness of the digitalization integration framework for developing digital supply chains in SMEs. Journal of Management Development, 41(7), 639–653. https://doi.org/10.1108/JMD-09-2021-0268
Quesenberry, J. L., & Trauth, E. M. (2012). The (dis)placement of women in the IT workforce: an investigation of individual career values and organisational interventions: The (dis)placement of women in the IT workforce. Information Systems Journal, 22(6), 457–473. https://doi.org/10.1111/j.1365-2575.2012.00416.x
Rani, U., Castel-Branco, R., Satija, S., & Nayar, M. (2022). Women, work, and the digital economy. Gender and Development, 30(3), 421–435. https://doi.org/10.1080/13552074.2022.2151729
Ratten, V. (2023). Global entrepreneurship research and practice in the post‐pandemic world. Global Business and Organizational Excellence, 42(5), 5–8. https://doi.org/10.1002/joe.22224
Saavedra, M. L. (2023). Female empowerment through entrepreneurship in the digital age. Multidisciplinary Business Review, 16(2), 37–52. https://doi.org/10.35692/07183992.16.2.4
Said, I., & Enslin, C. (2020). Lived experiences of females with entrepreneurship in Sudan: Networking, social expectations, and family support. Sage Open, 10(4), 1–15. https://doi.org/10.1177/2158244020963131
Saldana, J. (2009). The Coding Manual for Qualitative Researchers. Sage Publications.
Saldaña, J. (2009). The coding manual for qualitative researchers (3rd ed.). SAGE.
Stevenson, L. (1990). Some methodological problems associated with researching women entrepreneurs. Journal of Business Ethics, 9(4–5), 439–446. https://link.springer.com/article/10.1007/BF00380343
Strauss, A., & Corbin, J. (1998). Basics of qualitative research techniques. Sage.
Strauss, A., & Corbin, J. (2002). Basics of qualitative research: Techniques and procedures for developing grounded theory. SAGE.
Suseno, Y., & Abbott, L. (2021). Women entrepreneurs’ digital social innovation: Linking gender, entrepreneurship, social innovation and information systems. Information Systems Journal, 31(5), 717–744. https://doi.org/10.1111/isj.12327
Thébaud, S. (2015). Business as plan B: Institutional foundations of gender inequality in entrepreneurship across 24 industrialized countries. Administrative Science Quarterly, 60(4), 671–711. https://doi.org/10.1177/0001839215591600
Ughetto, E., Rossi, M., Audretsch, D., & Lehmann, E. E. (2020). Female entrepreneurship in the digital era. Small Business Economics, 55(2), 305–312. https://doi.org/10.1007/s11187-019-00298-8
UNESCO/OECD/IDB. (2022). The effects of AI on the working lives of women. UNESCO. https://doi.org/10.1787/14e9b92c-en
Weber, A., & Zulehner, C. (2010). Female hires and the success of start-up firms. The American Economic Review, 100(2), 358–361. https://doi.org/10.1257/aer.100.2.358
Welsh, D. H. B., Kaciak, E., & Minialai, C. (2017). The influence of perceived management skills and perceived gender discrimination in launch decisions by women entrepreneurs. International Entrepreneurship and Management Journal, 13(1), 1–33. https://doi.org/10.1007/s11365-015-0379-y
Wicks, D. (2017). The Coding Manual for Qualitative Researchers (3rd edition). Qualitative Research in Organizations and Management: An International Journal, 12(2), 143–155. https://doi.org/10.1108/qrom-08-2016-1408
Published
2026-01-02
How to Cite
Tiburcio Sánchez, M. L., Godínez López, R., Salgado Barrera, J. F., & Lozano Montero, E. (2026). Female entrepreneurship and company´s digitalization from the perspective of grounded theory. Revista Venezolana De Gerencia, 31(113), e311139. https://doi.org/10.52080/rvgluz.31.113.9
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TRIMESTRE
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