Networking Among Apparel Store Owners in Small U.S. Communities: Developing Social Capital

Abstract

Traditionally, female-owned businesses are proportionally smaller in number of employees and sales volume than male-owned businesses. These characteristics often further complicate women’s ability to start or maintain small community businesses. The central premise of the research under discussion is that membership and participation in a business network can offer opportunities for women that may not form otherwise. Both social capital theory and strategic network theory form the basis for this phase of a sequential mixed method study. With knowledge gained from a prior quantitative analysis of twenty-nine established networks this study provides a qualitative case study analysis of a new women’s apparel store network’s activities over a five-year period. Findings suggest that a network develops when individuals share a common vision, exchange resources, and implement innovations that build competitive advantages for the member business. This research provides practical information for advancing formation of women-owned business networks in small communities.

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