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Title: Unconventional entrepreneurship : women handicraft entrepreneurs in a market-driven economy
Authors: Wut, TM 
Chan, WT 
Lee, SW 
Issue Date: Jul-2021
Source: Sustainability, July 2021, v. 13, no. 13, 7261
Abstract: The objective of this paper is to investigate a unique type of entrepreneurship in women handicraft entrepreneurs. Data were collected from six women handicraft entrepreneurs by using in-depth interviews. Born after the 1980s, they strive for survival in a highly competitive marketplace. They are all passion-driven entrepreneurs. They have to engage in other activities (ranging from teaching handicraft classes to working in another full-time job) to financially support and sustain their handicraft work. It was found that challenges include high rental rates in the city, long product development processes, small market sizes, and insufficient knowledge in digital marketing. Almost all of them are skillful, innovative, and passionate on the artistic side, but reactive and passive on the business side. Measures were suggested to empower such women entrepreneurs in view of the United Nations’ Sustainable Development Goals.
Keywords: Entrepreneurial orientation
Market-driven economy
Passion-driven entrepreneurship
Women entrepreneurs
Publisher: Molecular Diversity Preservation International (MDPI)
Journal: Sustainability 
EISSN: 2071-1050
DOI: 10.3390/su13137261
Rights: © 2021 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (
The following publication Wut, T.-M.; Chan, W.-T.; Lee, S.W. Unconventional Entrepreneurship: Women Handicraft Entrepreneurs in a Market-Driven Economy. Sustainability 2021, 13, 7261 is available at
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