Bridging the Gap: Aligning Human Resource Management and Marketing Strategies for Women Entrepreneurship

Abstract

This research investigates the relationship between Human Resource Management and Marketing strategies in fostering successful women entrepreneurship. Recognizing the distinct challenges faced by women entrepreneurs, this study aims to understand the perceived importance and alignment of these two crucial functions within the context of their ventures.

A quantitative research design was employed, utilizing a structured questionnaire to collect data from 300 women across four major cities in India: Agra, Etawah, Kanpur, and Lucknow. Simple Random Sampling was utilized to ensure representativeness. Data analysis was conducted using SPSS, with T-tests and ANOVA employed to examine significant differences in perceptions across demographic variables and geographical locations.

The findings of this study are expected to Illuminate the critical knowledge gaps in HRM and Marketing among women entrepreneurs, provide valuable insights into the perceived alignment between these two critical functions, identify regional variations in the understanding and application of HRM and Marketing principles and offer practical recommendations for educators, policymakers, and entrepreneurship support organizations to bridge the gap between theoretical knowledge and practical application of HRM and Marketing strategies.

This research contributes to the growing body of literature on women entrepreneurship by emphasizing the crucial role of integrated HRM and Marketing strategies. The findings have the potential to inform the development of more effective educational programs, mentorship initiatives, and support services that empower women entrepreneurs with the necessary knowledge and skills to succeed.