Challenges and motivations for women entrepreneurs in the service sector of Pakistan

Abstract

Abstract This study investigates the challenges and motivations for women entrepreneurs in the service sector of Pakistan. Women’s business ownership is widely recognized as a critical component of a healthy economy because it plays a significant role in the production of new jobs and services and contributes to overall economic development. Due to the many challenges that are present in the business world, the percentage of women in Pakistan who start their businesses is extremely low. Nevertheless, some motivators keep people from creating new enterprises. This research is qualitative; it adheres to the interpretivism paradigm. A case study approach has been utilized to investigate the individual motivators and hurdles that affect business ventures in Pakistan. The findings uncovered many significant themes that centered on two different dimensions, motivations and challenges. This study is helpful for policymakers in formulating policies and strategies to remove barriers, address challenges, and give opportunities for women to start their businesses. Additionally, this study will provide direction to entrepreneurs, especially those working in the service sector industry. A further finding of the studies will be useful for women’s empowerment, poverty reduction, and the attainment of sustainable development goals.

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