EXPLORING ENTREPRENEURIAL MOTIVATION AND SUCESS PECEPTIONS AMONG WOMEN ENTREPRENEURS IN AZERBAIJAN (QUALITATIVE CASE STUDY)

Аннотация

This study examines the motivating factors entrepreneurial ambitions
and perceptions of success among women entrepreneurs in Azerbaijan.
The study is grounded in qualitative data collected within the
framework of a postdoctoral research project analyzing women’s
entrepreneurship and experiences with self-employment across various
professional sectors. A case study methodology was employed to
analyze responses provided by women entrepreneurs operating in areas
such as fashion, tailoring, beauty services, and psychological
consulting.
The findings indicate that intrinsic motivation plays a significant role in
engagement in entrepreneurship. Passion for work, self-confidence,
creativity, financial independence, and the desire to contribute
positively to society emerged as the main motivating factors driving the
establishment of independent businesses. The participants of the study
also highlighted the importance of flexibility, personal fulfillment, and
professional recognition in influencing their entrepreneurial
experiences.
In defining success, respondents emphasized non-financial aspects
including customer satisfaction, positive feedback, social impact, and
the appreciation of their work by clients and society. Additionally, many
of the participants expressed long-term ambitions related to brand
development, international recognition, business expansion, and the
establishment of educational or training centers. The study contributes
to the literature on women’s entrepreneurship by offering qualitative
insights into the motivational factors and dynamics and perceptions of
success among women entrepreneurs in the Azerbaijani context