Women Entrepreneurship and Sustainable Business Development: Key Findings from a SWOT-AHP Analysis

This study highlights the perception of women entrepreneurs in Romania regarding specific drivers for a sustainable business model. This study uses a SWOT-AHP method to assess the importance of different factors that enforce or create barriers for the success in women entrepreneurial activities. SWOT analysis was conducted based on an extended literature review. An external expert in risk analysis assessed the importance of the SWOT analysis' four dimensions-criteria. An AHP survey of 10 women entrepreneurs was conducted to evaluate the impact of each identified factor in sustaining or discouraging the success of their sustainable business model (SBM). The main results of the study present practical implications useful for designing a gender-balanced business environment. In the final part, the paper discusses women's preference for the sustainable business model, the perceived importance of gender-related stereotypes for the development of sustainable business models, and the relevance of the new digital economy trend to Romanian women entrepreneurship.