Open AccessInnovative Strategies to Grow Sales of Women-Owned SMEs in Emerging Countries
Author(s) -
Adeola Oluwakemi Ogunyemi,
Gene E. Fusch
Publication year - 2021
Publication title -
journal of social change
Language(s) - English
Resource type - Journals
ISSN - 1931-1540
DOI - 10.5590/josc.2021.13.2.08
Subject(s) - business , marketing , data collection , triangulation , industrial organization , statistics , mathematics , cartography , geography
This paper is a discussion of a 2020 multiple case study research involving five female owners of retail small and medium enterprise (SME) companies in Lagos State, Nigeria. Multiple data collection methods employed included semistructured interviews, direct observations, review of company documents, and keeping a reflective journal. We established reliability, validity, and data saturation through triangulation. One major finding was that by deploying innovative ideas, business owners were able to overcome challenges and grow sales. The implications for positive social change include the potential to provide both existing and emerging women owned SMEs with the strategies to increase patronage to grow their businesses, thereby contributing to the economic growth of their business, employees, local communities, and the Nigerian national economy.