Business Growth and Sustainability Strategies among Young Women Entrepreneurs in Goma Division, Mukono Municipality, Mukono District, Uganda
DOI:
https://doi.org/10.47604/ijgs.3856Keywords:
Young Women Entrepreneurs, Business Growth, Business Sustainability, Entrepreneurial Strategies, Mukono MunicipalityAbstract
Purpose: This study examined the practices and strategies employed by young women entrepreneurs in growing and sustaining their businesses in Goma Division, Mukono Municipality, Mukono District. Specifically, it sought to explore how these young women initiate, manage, adapt, and expand their enterprises within a dynamic socio-economic environment, while identifying the personal, social, and institutional factors that facilitate business sustainability and growth.
Methodology: This study employed an interpretive phenomenological design. Six young women entrepreneurs operating small and medium enterprises with demonstrated business continuity were purposively selected as information-rich participants. Data were collected through open-ended interviews and analyzed inductively using thematic analysis to identify recurring themes and patterns related to business growth and sustainability.
Findings: Findings demonstrate the reciprocal interaction proposed by Bandura (1986). Personal factors such as confidence, perseverance, financial discipline, and commitment to learning influenced the decisions entrepreneurs made. Environmental influences including access to loans, social networks, market competition, business regulations, and regional background created opportunities and constraints that shaped entrepreneurial choices. These two components interacted to produce behavioural outcomes such as borrowing, saving, reinvesting profits, advertising, branding, opening businesses early, researching, keeping records, complying with legal requirements, and networking. However, the findings also reveal that broader structural and socio-cultural realities significantly influence entrepreneurial outcomes among young women in Mukono Municipality.
Unique Contribution to Theory, Practice and Policy: This study contributes theoretically to social cognitive theory by extending its application to the context of young women entrepreneurship in Uganda. While the theory emphasizes self-efficacy, observational learning, and environmental interaction in shaping behavior, the findings demonstrate that entrepreneurial growth and sustainability are also influenced by broader socio-cultural, structural, and contextual realities including tribal identity, regional origin, social capital, informal financial systems, and gendered experiences. We therefore suggest that entrepreneurial behavior among young women in developing economies is socially and culturally embedded, requiring a more context-sensitive interpretation of Social Cognitive Theory. We also recommend improving young women entrepreneurs’ access to affordable finance, entrepreneurial training, mentorship, networks, and market opportunities through gender-sensitive policies and simplified regulatory processes. It further proposes developing a resilience framework and encourages future research on gender norms, contextual influences, and the long-term sustainability of women-owned enterprises in Uganda.
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