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Women’s entrepreneurship in Pakistan has been booming in recent years, and it has made a significant impact on social and economic expansion. However, it is notable that these businesses are smaller in size and considered less profitable when compared with men’s entrepreneurial efforts. This dilemma encourages the investigation of the success factors that contribute to the performance of women-owned businesses (WOBs) within this understudied region. Factors that may determine the success of WOB in Pakistan are divided into four broad headings: the entrepreneur’s characteristics, internal business environment, external business environments, and supportive factors. This study also explores the direct and moderating role of perceived national culture within the framework. The results demonstrate that the entrepreneur’s characteristics, external business environments, and supportive factors are positively related to the performance of WOB, while the internal business environment is of little significance. Furthermore, while perceived national culture does not influence the performance of WOB, it weakens the relationship between the entrepreneur’s characteristics and performance but strengthens the impact of supportive factors on the performance of the WOB. This study leads to a solid awareness about the critical success factors, the perceived national culture, and their association with the performances of WOB within Pakistan.

Identifying the Entrepreneurial Success Factors and the Performance of Women-Owned Businesses in Pakistan: The Moderating Role of National Culture