Characteristics and Needed Assistance of Hispanic Women Business Owners: Emerging Entrepreneurs

Marilyn Young, Isaura B. Flores


This study examines the personal and business characteristics of Hispanic women business owners. Also, comparisons were made according to gender. Only two differences were seen in that more women had businesses in the wholesale area than men. Further, women owners have a greater need for a business plan and methods to generate sales than their male counterparts. No differences existed between personal and business characteristics. Women mentioned the need to improve English and computer skills. Also, they perceived success criteria to be improvements in accounting, advertising, public relations, finance, and marketing. Discussion includes the specific counseling and implications for agencies to assist and provide information with a focus on business plan and marketing.

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