Researchers are calling for a fundamental rethink of how women are supported to start and grow businesses, arguing that existing approaches have not kept pace with the digital transformation of the workplace. A new study from the University of East London suggests that while long-standing barriers—including unequal access to finance, limited professional networks and greater caring responsibilities—continue to affect women entrepreneurs, digital technologies now offer new opportunities to overcome many of these challenges. The researchers argue that policies and business support programmes should place digital innovation at the centre of efforts to help more women succeed in entrepreneurship.

Published in the Journal of Management Development, the study examines 50 years of research encompassing more than 12,000 academic papers before proposing a new framework for women’s entrepreneurship in the digital age. The researchers contend that digital workplace innovation—including remote and hybrid working, cloud-based technologies and online collaboration tools—can create more flexible pathways into entrepreneurship. They argue that developing digital skills can also help women build confidence, expand professional networks, gain business experience and access leadership opportunities that were previously more difficult to attain.

The study also highlights the importance of mentorship in fostering entrepreneurial success. Experienced women entrepreneurs, the researchers say, play a critical role in supporting the next generation by sharing practical knowledge, offering guidance and helping aspiring business owners navigate persistent structural barriers. Strengthening these mentoring relationships, combined with greater access to digital technologies, could create a more inclusive and supportive entrepreneurial ecosystem.

Professor Kirk Chang, from the Royal School of Business and Law at the University of East London, said the conversation about women’s entrepreneurship needs to evolve alongside changes in the modern workplace. “For years we’ve talked about the barriers women face in business, and those barriers remain real,” he said. “But the world of work has changed dramatically. If we want more women to build successful businesses, we need to rethink the support we give them. Digital skills, flexible ways of working and access to technology should no longer be treated as optional extras. They should be part of the foundation.”

Co-author Dr Ozlem Ozdemir, Senior Lecturer in Business Administration, said traditional models of entrepreneurship no longer reflect the realities of today’s business environment. “Too often we ask how women can succeed within traditional models of entrepreneurship,” she said. “Our research suggests it is time to rethink the model itself. As business becomes increasingly digital, we need new ways of supporting women that reflect how modern businesses actually operate.”

The researchers emphasise that technology alone will not eliminate the challenges women face. They argue that digital tools must be accompanied by investment in digital literacy, inclusive workplace practices and stronger institutional support from governments, educators and business development organisations. By adopting this broader approach, they hope their new framework will help shape more effective policies and programmes that enable more women to launch, grow and sustain successful businesses in an increasingly digital economy.

More information: Kirk Chang et al, Women entrepreneurship theory through digital workplace innovation: a new concept, Journal of Management Development. DOI: 10.1108/JMD-06-2025-0331

Journal information: Journal of Management Development Provided by University of East London