Examining motivation challenges of women entrepreneurs in Georgia

Abstract

The aims of this research are twofold: to explore the evolution of female’s motivation to choose an entrepreneurship as a career choice in two-time frames – pre- and post- pandemic periods; and to study internal and external factors that build Georgian women’s motivation.

The reach method is heavily qualitative due to exploratory nature of the research. Desk study was performed which consisted of collection and analysis of literature, information from governmental agencies, reports of national and international organizations. Primary data from surveys conducted by national (Geostat) as well as international organizations (PricewaterhouseCoopers Georgia LLC, UNECE, International Trade Centre, Asian Development Bank, Global Entrepreneurship Monitor) are used. Women entrepreneurs in Georgia are studied as a country-specific case.  A number of in-depth interviews with Georgian women entrepreneurs were conducted.  Since 2021 Georgian economy has demonstrated economic recovery that relies on sustainable and inclusive growth.  Women’s entrepreneurship is an integrated part of it.  This sub-sector of Georgian economy has been disproportionately impacted by the pandemic crisis.  The pandemic enhanced necessity-driven motivation. Subsequent restructuring of economies opens new opportunities and creates additional motivation for establishing new businesses