Joelle Danielle Ngo Ndjama, Johan Van Der Westhuizen

Abstract

There has been a transformation from traditional business activities to modern businesses because of rapid technological improvements and advancements. Due to these tremendous changes, there have been new businesses emerging such as entrepreneurship and start-ups. This study aims to explore the emerging opportunities in startup creation for women entrepreneurs, with a focus on potential differences in failure rates between women-led ventures and men-led ventures using the role congruity theory. The research method employed in this study is a comprehensive literature review, which includes an analysis of women’s literacy and education, flexible working hours and location, flat organisational structure, and economic conditions. The study results indicate that women entrepreneurs have the potential to thrive in startup creation due to factors such as favourable economic conditions, increased literacy and education, the ability to work flexibly, and a preference for less bureaucratic structures. The implications of these results suggest a need for greater support and resources for women entrepreneurs to capitalise on these emerging opportunities. Recommendations include the implementation of policies and programs that promote gender equality in entrepreneurship, as well as the provision of mentorship and networking opportunities for women in startup creation.