Decision-making in complex environments: a study of women entrepreneurs in Pakistan

This thesis examines Pakistani women's entrepreneurial experiences, emphasizing on their unique challenges and decision-making processes. It explores the context of Pakistan's complex sociocultural, political, and economic environment and how these factors interact closely to shape their entrepreneurial journeys. The main focus of this research is to study and analyze how these women navigate uncertainty and challenges while making business decisions. A purposive sampling technique and a qualitative methodology is employed in this study - basing the research on the actual experiences of 36 Pakistani women entrepreneurs. It demonstrates how they deal with and adjust to difficulties brought on by the economic challenges of the country, such as market volatility and currency instability. The study also emphasizes the significance of socio-cultural norms, particularly those pertaining to gender roles, which both impede and motivate them. The research reveals that despite these challenges, Pakistani women entrepreneurs display determination and adaptability. They balance external guidance and their own judgment strategically, making decisions using a combination of intuition, heuristics, and rational analysis. It also highlights the importance of elements like personal and family values, emotional intelligence, and faith in business decisions. These women frequently establish firms from home, reflecting cultural constraints and their strategic response to obstacles.