Gender, entrepreneurship, and marketing: Barriers and drivers for rural women in Iran

Ommolbani Karami, Mahsa Fatemi, Kurosh Rezaei‐Moghaddam, Mohsen Ghafouri · 2025 · Sustainable Futures

Summary. Rural women entrepreneurs in Iran face significant marketing barriers rooted in individual skill gaps, socio-cultural restrictions, weak legal support, and limited financial resources. The study of 36 qualitative and 307 quantitative respondents identifies environmental factors, marketing strategy, and marketing mix as key drivers of marketing success. Recommendations include targeted skills training, legal reforms, and improved access to finance and distribution channels.

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@article{karami-2025-gender-entrepreneurship-marketing-barriers-drivers,
  title   = {Gender, entrepreneurship, and marketing: Barriers and drivers for rural women in Iran},
  author  = {Ommolbani Karami and Mahsa Fatemi and Kurosh Rezaei‐Moghaddam and Mohsen Ghafouri},
  journal = {Sustainable Futures},
  year    = {2025},
  doi     = {10.1016/j.sftr.2025.101124},
  url     = {https://doi.org/10.1016/j.sftr.2025.101124}
}

TY  - JOUR
TI  - Gender, entrepreneurship, and marketing: Barriers and drivers for rural women in Iran
AU  - Ommolbani Karami
AU  - Mahsa Fatemi
AU  - Kurosh Rezaei‐Moghaddam
AU  - Mohsen Ghafouri
JO  - Sustainable Futures
PY  - 2025
DO  - 10.1016/j.sftr.2025.101124
UR  - https://doi.org/10.1016/j.sftr.2025.101124
ER  - 

Details

DOI

10.1016/j.sftr.2025.101124

Countries

Iran

Categories

entrepreneurship, regional-innovation-systems, general-innovation

Added

2026-08-01