Papers & Presentations
The Use Of Electronic Networking By Australian Small Businesswomen
Leanne Wood, Graduate College of Management, Southern Cross University, Lismore, NSW
Networking generally is considered to be a key strategy for business development, in that it enables business owners to extend the limits of their sphere of action, save time and access a wider range of resources and opportunities. It is particularly critical for women, who often face structural disadvantages that limit their ability to exploit business opportunities as effectively as men. Women, for instance, are more likely to operate micro-sized and home-based businesses, often as a means of managing both work and carer roles. The nature of such businesses may contribute to the higher rate of business isolation reported by women; and to the formation of the dense, overlapping networks characteristic of small businesswomen that, because they lack diversity, also limit the individual's ability to gather new information.
This paper reports on recent qualitative research which indicates that electronic networking can be an effective way of meeting the specific needs of small businesswomen. In previous studies, women have indicated that they need business networks that are informal, flexible and capable of supplying both information and social support. It is becoming increasingly evident that the Internet has key strengths in these areas. At the same time, the adoption of any new technology depends on the compatibility of that innovation with the day-to-day lives of users. This research suggests that the potential of electronic networks for small businesswomen lies not in their ability to replace existing networks, but to supplement them in a way that increases their diversity, scope and business value.
Biography
Leanne is a PhD candidate in the Graduate College of Management at Southern Cross University, Lismore, NSW. Her research interests are primarily in the areas of women's small business and electronic networking. She is currently employed with the Communication Centre, Queensland University of Technology, Brisbane, Qld, on a three-year project examining the impact of interactive communication technologies on community development in rural communities. also change title and organisational affiliation (email does not change)