Challenges and reach of entrepreneur women: a look through your narrative and experiences

This research analyzes the motivations and limitations of a group of businesswomen in the city of Colima, Mexico, which aims to identify how they face the challenges concerning the family, the couple and the market and that have an impact on their business identity. Methodologically, an analysis of the discourse of the women who participated in the “women’s empowerment” lecture series, conducted at the University of Colima from January to June 2019. The analysis exposes women entrepreneurs who perceive themselves empowered and independent, who perform their work differently from men, in addition to being executors of their own business vision. For them, harmony between the company and the family is important, as well as with their social environment. The above allows a critical reflection on the effort, dedication, visibility and identity of women entrepreneurs in the Colima state.