FEMALE ENTREPRENEURSHIP: A CASE STUDY IN THE SUPER CHIQUE STORE IN THE CITY OF PALMAS-TO

Abstract

The Global Entrepreneurship Monitor (GEM) survey evaluated female entrepreneurship in 2013 and found that women were responsible for 52% of new companies in Brazil. This scenario is common in developing countries, where micro and small companies generate significant employment and income for the population. In this context, the present study aimed to analyze the main characteristics of female entrepreneurship that contributed to the growth of Super Chique Store, a microenterprise in the retail sector in the city of Palmas-TO. The research adopted a descriptive qualitative approach, and data collection was carried out through interviews with the entrepreneur and company employees. The results obtained allowed the identification of characteristics of female entrepreneurship that were applied in the management of the Super Chique Store, such as the ability to play multiple roles and the reconciliation between personal and professional life. Comparing with previous studies, it was found that many of the characteristics inherent to women are applied in business management, contributing to business success. These findings may be helpful to other female entrepreneurs looking for guidance in starting or expanding their businesses in today's market.