AN EXPLORATORY STUDY OF CHALLENGES FACED BY WOMEN ENTREPRENEURS IN THE CONSTRUCTION INDUSTRY IN SOUTH AFRICA

Abstract

The potential of the South African economy to achieve desired growth is greatly hampered by the systematic exclusion of women entrepreneurial activity in the key industries that drive the economy. One such industry is the construction industry that contributes positively to the South African’s economy. Yet, this industry is highly male-dominated. Despite seeming improvements in women’s entrepreneurial participation in different industries, there is still a huge gap between the percentages of men and women participating in the construction industry, particularly from a small business perspective. The construction industry has remained largely closed to women entrepreneurs and posing overwhelming challenges to the few women who have found their way into the industry. This study explores these challenges faced by women entrepreneurs in the construction industry as well as the strategies adopted by these women to overcome some of the obstacles they encounter in the construction industry in Pietermaritzburg, South Africa. Qualitative data was collected using in-depth interviews from a sample of 16 women entrepreneurs. The snowball sampling technique was used to identify the participants. Content analysis was used for data analysis. The results revealed that women face deeply rooted socio-cultural challenges, particularly patriarchal attitudes in the construction industry. The strategies used by the women to overcome some of the challenges include partnering with male business owners when bidding for construction jobs and forming reliable business networks. It is, therefore, important for policy makers to engage more with women running small businesses in the construction industry in order to develop a deeper understanding of the nature of these challenges. Support should be tailor made to mitigate the specific challenges.

Keywords

• women entrepreneurship, small businesses, construction industry, challenges, South Africa