CATALYZING URBAN AND RURAL FEMALE ENTREPRENEURIAL SUCCESS THROUGH HRM PRACTICES AND DIGITAL TECHNOLOGY USE: INSIGHTS FROM LEBANON

This study investigates the influence of human resource management (HRM) practices and digital technology use (DTU) on women’s perceived venture growth. Further, it explores the mediating role of perceived venture growth and whether this factor contributes to the improvement of female entrepreneurs’ economic conditions. The analysis also assesses differences between urban and rural areas. Using a sample of 100 female entrepreneurs in Lebanon, the results indicate that HRM practices and DTU exert a positive, significant effect on female entrepreneurs’ perceived venture growth. The latter also has a positive influence on the economic conditions of these women and acts as a mediator in these relationships. The findings differ between urban and rural areas. For female entrepreneurs in urban areas, perceived venture growth is shown to mediate the relationship between DTU and women’s economic conditions while it mediates the relationship between HRM practices and women’s economic conditions for female entrepreneurs in rural areas. The findings emphasize the collectivistic nature of rural female entrepreneurs, underscoring their reliance on strategic people management for business growth. It also advocates for promoting digital literacy among rural female entrepreneurs to help them grow and expand their businesses.