The Importance of Intensifying Mentorship Support to Women Digital Entrepreneurs in the Emerging Markets
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Abstract
Digital entrepreneurship has become an important driver of innovation, economic development, and employment in the modern economy. Women digital entrepreneurs, however, face numerous barriers in developing and scaling their businesses, including limited access to finance, insufficient information about support programmes, and persistent gender inequalities. Mentorship is increasingly recognised as a key mechanism for addressing these challenges by providing guidance, knowledge transfer, and access to professional networks. The aim of this study is to examine the role of mentorship in the development of women digital entrepreneurs in the Republic of Serbia. The study employs a mixed-method approach, combining quantitative and qualitative research methods. Quantitative data were collected at the end of 2024 through an online survey conducted among 54 women digital entrepreneurs and 23 mentors. In addition, qualitative data were obtained through semi-structured interviews with three mentors to provide deeper insights into mentoring practices and challenges. Quantitative data were analysed using descriptive statistical methods, while qualitative data were analysed using thematic analysis. The results indicate that mentorship plays a significant role in strengthening entrepreneurial competencies, increasing confidence, and improving decision-making processes among women digital entrepreneurs. Furthermore, mentorship contributes to business performance and competitiveness by facilitating knowledge exchange, networking, and access to critical resources. A hybrid mentoring model, combining online and in-person interaction, emerged as the most effective approach, balancing flexibility with the need for personal engagement. The findings suggest that well-structured and accessible mentorship programmes can significantly contribute to the development, sustainability, and competitiveness of women's digital entrepreneurship in Serbia.
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