Pazarlamada Kadın Girişimciler Odaklı Akademik Çalışmaların Betimsel Analiz Yöntemiyle İncelenmesi

Öz

Bu çalışma kapsamında ele alınan makalelerde, kadın girişimcilerin pazarlama stratejileri, karşılaşılan engeller ve başarıya ulaşma yolları gibi konular yer almaktadır. Çalışmamız bu konuların yer aldığı çalışmaları irdelemesi bakımından, literatürdeki önemli bir boşluğu doldurmayı hedeflemektedir. Kadın girişimcilerin erkek girişimcilere göre daha fazla zorlukla karşılaştığı ve bu zorlukların başarılarını doğrudan etkileyebildiği çalışmaların bulgularında saptanmıştır. Mevcut çalışmalara dayanarak girişimci pazarlama bağlamında cinsiyetin rolü de ayrıca derinlemesine incelenmiştir. Bu araştırma, kadın girişimciliği ve pazarlama stratejileri arasındaki ilişkiyi aydınlatarak, kadın girişimcilerin daha etkili pazarlama kararları alabilmeleri için gerekli bilgileri sağlamaktadır. Bu bağlamda, çalışmanın akademisyenlere, politika yapıcılara ve sektör profesyonellerine, kadın girişimciliğinin teşvik edilmesi ve desteklenmesi konusunda kapsamlı bir rehberlik sağlama potansiyeli bulunmaktadır. Bu şekilde, kadın girişimcilerin pazarlama alanında karşılaştıkları özel zorlukları anlama ve bu zorlukların üstesinden gelme yollarını bulma konusunda önemli bir katkı sunmayı amaçlamaktadır. Araştırmanın yöntemi, Scopus veri tabanında yapılan kapsamlı bir literatür taramasına dayanır. Scopus veri tabanında yapılan taramada “kadın girişimciler + pazarlama” anahtar kelimeleri sonucu 122 adet içeriğe ulaşılmıştır. İlk olarak İspanyolca ve İtalyanca dillerinde yazılmış çalışmalar elenmiş ve geriye 120 adet İngilizce içerik kalmıştır. Bu içeriklerden ana konu bakımından “İşletme Yönetimi ve Muhasebe” ve “Sosyal Bilimler” alanında yayımlanmış ana dergiler ile sınırlandırılan çalışmalar 90 adede düşmüş ve içerisinden kitap bölümleri, konferans bildirileri çıkarılıp yalnızca akademik makaleler seçildiğinde 69 makale incelenmek üzere seçilmiştir. 69 makale içerisinden 19 makale konu dışı ya da araştırma makalesi olmadığı için elenmiş, belirtilen 4 makaleye ise ulaşılamamıştır. Kalan 46 makale için betimsel analiz çalışması yapılmış; makaleler yıllara, yayımlandıkları indeksli dergilere, konu edinilen sektörlere, konulara, çalışmalarda seçilen veri toplama yöntemi ve gerçekleştirilen analiz yöntemlerine göre kategorize edilmiştir. Çalışmada yer alan tüm tablo ve şekiller yazarlar tarafından orijinal olarak bu çalışmada elde edilen bulgulara göre hazırlanmıştır. Bulgular, kadın girişimcilerin karşılaştıkları zorluklar, fırsatlar ve başarı faktörleri üzerine yoğunlaşmış, özellikle dijital pazarlama ve sosyal medya kullanımının önemini vurgulamıştır. Ayrıca, sektörel çeşitlilik gösteren çalışmaların, metodolojik yaklaşımların geniş bir yelpazede olduğunu ve niceliksel yöntemlerle birlikte niteliksel yöntemlerin de ön plana çıktığını göstermiştir. Bu çalışma, kadın girişimciliği ve pazarlama alanındaki araştırmalara yönelik bir temel oluşturarak gelecekteki çalışmalar için yol gösterici bir kaynak teşkil ettiği düşünülmektedir.

Anahtar Kelimeler

• girişimcilik
• kadın girişimci
• girişimci pazarlama
• nitel araştırma
• betimsel analiz

Examining Academic Studies concerning Female Entrepreneurs in Marketing through Descriptive Analysis Method

Öz

The articles addressed in this study encompass topics such as marketing strategies of female entrepreneurs, the obstacles encountered, and the pathways to success. Our research aims to fill a significant gap in literature by examining studies on these topics. It has been determined in the findings of the studies that female entrepreneurs face more difficulties compared to their male counterparts, and these challenges can directly affect their success. The role of gender in the entrepreneurial marketing context has also been thoroughly investigated based on existing studies. This research illuminates the relationship between female entrepreneurship and marketing strategies, providing the necessary information for female entrepreneurs to make more effective marketing decisions. In this context, the study has the potential to offer comprehensive guidance to academics, policymakers, and industry professionals on the promotion and support of female entrepreneurship. Thus, it aims to make a significant contribution to understand the specific challenges faced by female entrepreneurs in the marketing field and finding ways to overcome these challenges. The research methodology is based on an extensive literature review conducted in the Scopus database. A search was performed in the Scopus database using the keywords "female entrepreneurs + marketing," resulting in 122 pieces of content. Initially, works written in Spanish and Italian were excluded, leaving 120 English-language contents. These contents were then limited to main journals published in the fields of "Business Management and Accounting" and "Social Sciences," reducing the count to 90. After excluding book chapters and conference proceedings and selecting only academic articles, 69 articles were chosen for review. Of these, 19 articles were excluded because they were off-topic or not research articles, and 4 articles were inaccessible. A descriptive analysis was conducted on the remaining 46 articles. The articles were categorized by years, indexed journals in which they were published, sectors covered, topics, data collection methods selected in the studies, and analysis methods performed. All tables and figures included in the study have been prepared by the authors based on the findings obtained in this study. The findings have focused on the challenges, opportunities, and success factors faced by female entrepreneurs, particularly emphasizing the importance of digital marketing and social media usage. Additionally, studies showing sectoral diversity have demonstrated a wide range of methodological approaches, highlighting the prominence of qualitative methods alongside quantitative methods. This work is thought to serve as a foundational resource for research in female entrepreneurship and marketing, providing a guiding resource for future studies.

Anahtar Kelimeler

• Entrepreneurship
• women entrepreneurs
• entrepreneurial marketing
• qualitative research
• descriptive analysis

Kaynakça

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