INTRODUCTION
A
Filipina�s place in the economy is mainly constrained to the informal economy,
care work both domestic and international, and for the majority, in micro,
small, and medium enterprises. In the Philippines, women-owned businesses
are traditionally known to lag behind businesses led by their male counterparts
in terms of size, productivity, and profitability. Women�s entrepreneurship
often operates in society�s most disadvantaged sectors and even the lower ends
of the value chain. There are certain limitations to their activities, granting
them little opportunities for value business and growth.
The
economic limitations imposed on women in the country have only worsened at the
onset of the COVID-19 pandemic. The state has opted to lead an economic
response through the Department of Trade and Industry (DTI) �s financing arm,
the Small Business Corporation with the Bayanihan
COVID-19 Assistance to Restart Enterprises (CARES) program, which is mandated
to provide micro, small, and medium enterprises (MSME) with urgent relief
needed to restart their businesses amid the pandemic. As of February 2021, a
total of 21,695 loans had been filed and approved (Department of Trade and
Industry Philippines, 2021), a minuscule percentage of the total population of
aspiring entrepreneurs hoping to at least tide the pandemic over.
With
the COVID-19 pandemic limiting against physical associations, obstacles to the
economic sector are exacerbated, especially when severe restrictions are
imposed upon traditional brick-and-mortar businesses, forcing a bulk of them to
search for new mediums for selling their products and with the already
available online platforms. This is the same for start-up entrepreneurs who are
forced to enter new finance generating activities to make up for job loss, both
personal and of the spouse in the household. Given the ubiquity of the
Internet and its indiscriminate access channels, both transitioning and
start-up businesses are placed on equal footing, at least in terms of access to
online avenues for business.
E-business
has been undergoing a rise due to the availability of the Internet and online
channels. Commonly utilized are social media platforms; Facebook, Twitter,
Instagram, where potential customers are abundant. Additional advantages and
incentives further motivate new entrepreneurs into choosing online mediums for
facilitating their businesses to include but are not limited to (Yandug & Santos, 2020); (1) 0nline
channels giving free-market platforms, (2) has a wide audience and customer
reach, (3) allows the establishment of customer relationships, and (4) provide
free advertising posting and reach.
Filipino
women have creatively resorted to various initiatives to engage in business via
e-commerce platforms to combat the struggle of the economic pandemic. They have
taken advantage of these platforms, which serve as an avenue for a wide variety
of businesses where consumers are becoming more adaptable to online goods (McNulty, 2020). Filipino
enterprises have embraced the use of e-commerce sites as a new marketing
strategy. They are observed to have potential growth, especially that the
Covid-19 outbreak has accelerated industry growth by transferring major
retailers to an internet platform for market sustainability (Kasali & Fashanu, 2021).
The Department
of Trade and Industry (DTI) has established itself as the forerunner body in
launching programs and roadmaps to improve the situation in the online business
environment for the benefit and safety of all its stakeholders. In its recent
launch of the E-Commerce 2022 Roadmap, the department has stated its situation,
goals, and, more importantly, challenges that needed to be conquered (Department of Trade and Industry, 2008). However, its
vision has not narrowed down on the specific struggles and needs of women and
has not considered the significant effects of the COVID-19 pandemic, which are
two variables that this study is trying to bridge.
The
paper seeks to investigate how the state responds to women�s economic struggle
and how Filipina entrepreneurs use the Internet for ICT-based business as a
solution for income-generating means and sales during the COVID-19 economic
struggle. Specifically, it seeks to enumerate the finance-gathering
initiatives taken up by women to address the economic pandemic struggle and how
the rise of Filipina digital entrepreneurs during the COVID-19 pandemic were
affected by cultural, economic, and psycho-social expectations that impacted
their state of mind and business opportunities
The
findings of this paper will be the basis for a recommendation on government
institutions� programs, activities, and projects (PAPs), concerning women�s
financial assistance considering the COVID-19 pandemic. To ensure stabilization
and recovery post-COVID-19, women�s access to critical support services should
be guaranteed. Actions that provide business continuity and the means to
re-activate business activity and build long-term resilience are essential.
METHOD
This section of the paper explains the various methodologies to be
used to conduct the study. The research methodology employed is a qualitative,
descriptive, case-study that integrates a purposive sampling method for data
analysis. The present study�s research design incorporates purposive sampling.
In qualitative research, sampling strategies often represent diverse
perspectives and experiences rather than replicate their frequency on the
broader population (Ziebland & McPherson, 2006). The researchers
examined the phenomenon of women being involved in online businesses and using
the Internet as a digital platform for income-generating during the
pandemic.
This study will make use of researcher-made interview questions to
provide a suitable data collection. The research instrument was validated
by a few experts from the academe, business, and government sectors before it
was laid on to the study. The researchers utilized these platforms in gathering
the data: Government Websites, Google Docs, Facebook, Facebook Messenger, and
Google Meet. To prepare and guide the respondents before the actual interview
virtually via Google Meet, the researchers sent a file highlighting critical
information and queries through Google Docs. This step is also necessary to
present the informed consent and preliminary data needed to be accomplished and
filled out before administering the gathering of data from the respondents.
After which, a Google Meet link was sent to the participants to conduct the
interview proper once the necessary information was accomplished. The
researchers transcribed and recorded all the interviews with the permission of
the respondents.
Lastly, the study will incorporate Colaizzi�s
method as a mode of analysis to give meaning to the genuine experiences of the
new women entrepreneurs at the onset of the Covid-19 pandemic. This method of
analysis will involve seven steps (Praveena & Laohaprapanon, 2021). First,
participants� experiences as recorded in the transcript will be read and
re-read by the researchers to obtain a general understanding of their
experiences. Next, significant statements will be extracted from the
transcript. This will be followed by the formulation of meanings derived from
the compiled significant statements. Meanings will then be organized into
themes and clusters, after which there will be an integration and detailed
description. After this, it is expected that the fundamental structure of the
phenomenon studied can be formulated. Finally, a thorough discussion and
analysis of the gathered data will be supplemented to establish a legitimized
interpretation of the participants� experiences as an E-woman. Hence, the
overall approach of this study relatively focuses on the government
institutions� programs to combat economic challenges and the Filipina�s
socio-cultural and economic outlook during the pandemic.
A.
Identification of
Research Locale and Respondents
The Region VII of the Philipines, Central Visayas, consisting of four provinces:
Cebu, Bohol, Negros Oriental, and Siquijor, one of the most developed regional
economies and the fourth largest regional economy in the country equipped with
various industries ranging from footwear, furniture, food processing, and
ICT-based services and electronics was identified as the research locale.
To achieve the research
objectives, six (6) women online entrepreneurs from the top (3) urbanized
provinces of Cebu, Bohol, and Negros Oriental were selected as respondents. The
first three respondents received state-led assistance from the government
through DTI�s Bayanihan CARES Program, while the
remaining three relied on individual-finance gathering initiatives as sources
of capital.
The first respondent, R1FB, is from the Province of Bohol, who
juggles three jobs before and during the pandemic: a manager of a local
distribution company, a real estate agent, and a food seller who then operated
in the physical set-up but shifted to the online platform. The second
respondent, R2CN, is from the Province
of Cebu, works at a company�s Human Resource Unit, and is a city distributor of
skincare products. The third respondent, R3JB,
is from the Province of Bohol, served as a Local Public Servant, and is now
baking pastries full-time and selling them through physical and online
platforms. The fourth respondent, R4MS, is
from the Province of Cebu, taught as a tertiary teacher and offered tutorial
services before the pandemic, and currently owns an online clothing shop. The
fifth respondent, R5HR, is from the Province
of Cebu, who maintained a four-year
job in the banking industry before quitting and starting her online businesses
in footwear and skincare. The last and sixth respondent, R6BA, is from the Province of Negros Oriental, who depended on
allowances and academic-related commissions as a college student before teaming
up with her sister in an online crochet business.
B.
Exclusion and Inclusion
Criteria
The case study only
included businesses owned by Filipina entrepreneurs from Region VII that
started or shifted and restarted (in the case of the state-led beneficiaries)
from March 2020 until the present and are currently active and operating in
digital online platforms.
RESULTS AND DISCUSSION
To analyze the data obtained from the
respondents, online women entrepreneurs from Central Visayas, the researchers
classified the emergent themes into four categories: Pandemic Effect on
Entrepreneurs, Finance-Gathering Initiatives of Filipina Women Entrepreneurs,
Gendered Experiences of E-Women Entrepreneurs, and Challenges of Digitized
Set-Up. As can be seen in the following tables, Tables 1 to 4 indicated the
formulated meaning, theme clusters, and the emergent theme. The formulated
meaning was drawn from the direct significant statements of the respondents during
the online interview. At the same time, the theme clusters were the common
categories of these meanings that were further categorized into emergent
themes.
A. Effects of Pandemic on Women Entrepreneurs
The coronavirus disease (COVID-19), aside from causing health
sector setbacks, resulted in a massive economic shock (Bartik
et al., 2020). However, the burden on
women is greater because reproductive and productive work are converging in one
setting - the home. The emergent themes for Table 1 are as follows: The
Necessity of Multiple Sources of Income and Pandemic restrictions negatively
affect business.
Table 1
Pandemic Effects on Women Entrepreneurs
|
Formulated Meanings
|
Theme Clusters
|
Emergent Theme
|
|
Respondent works as HR
in the company and has an online business for extra income
Respondent works as a
teacher and tutors students as a side job.
|
The businesswomen had
steady paying jobs before the pandemic.
While working, they
also have side-hustles for extra income.
|
A necessity of Multiple Sources of Income
|
|
Respondent stopped her
business for two months during the pandemic.
Respondent observes
that during this ongoing pandemic, many businesses have closed. She continues
her business in little ways.
|
The entrepreneurs have
suffered losses in income.
Businesses closed
during the pandemic.
|
Pandemic restrictions have a bad effect on
business
|
B. The Necessity of Multiple Sources of Income
By necessity of multiple sources of income, the researchers mean
that a woman has to wear many hats and take on more than one job to sustain
herself and her family financially. This was the case of the respondent, R2CN,
when she revealed:
�My number one source of income is my job as an employee of a
certain company. Also, I am into selling anything on the side.�
During the interview, R2CN started the discussion by
highlighting her current situation as a single mother of her twelve-year-old
daughter. Although they received an allotment from her father, she still has to
meet ends for her child�s education.
C. Pandemic Restrictions have a Bad Effect on Business
The pandemic health protocol and restrictions were detrimental to
the physical business operations. This was the case of respondent R1FB when she
expressed:
�Aside from the African Swine Flu Fever, COVID-19 brought so many restrictions.
Until now, our physical store is closed and we continued it online.�
R1FB further added that because of this, her business stopped from
April to June 2020. She recalled that the business�s previous profit went to
the store�s renovation, the fixed asset, making fast recovery impossible. She
resorted to purely online food selling after two to three months of inactivity
to save her business. Until now, she stated that she�s still anxious to open a
physical store since a lockdown might occur again.
Cherie
Blair Foundation for Women (2021) reported similar findings that 83.3% of the women surveyed
concluded that the pandemic had negatively influenced their businesses, and
38.5% of them would or may decide to close it. Moreover, (Mustafa
et al., 2021) also liquidated in their findings that there�s a necessity for
women-led businesses to undertake creativity and digitalization to survive
during the pandemic.
Considering the emergent themes from the data gathered, it can
be implied that a woman entrepreneur, despite the household and market
challenges thrown by the pandemic, managed to juggle multiples sources of
income to sustain life�s basic needs, business expenses and the pandemic�s
added costs. Subsequently, they took the digital platform by storm to rescue
their businesses from bankruptcy utilizing various marketing strategies.
D. Finance-Gathering Initiative of Filipina Women Entrepreneurs
Women perform varied finance gathering initiatives. Some are
individual-led, which pertains to those Filipina entrepreneurs who
independently strive to generate and try their best to find the means to gather
finances or funds to establish their online business. Meanwhile, there are also
those Filipina entrepreneurs who were backed up by the state or received help
from government institutions, specifically the Department of Trade and Industry,
which extended assistance to female entrepreneurs in need through Small
Business Corporation�s �Bayanihan
CARES Program.�
Through Islam,
Rafi, and Ahmad (2022) noted that advantages and incentives inspire budding
entrepreneurs to use the Internet as a platform to help them run their
businesses. The same result is shown in Table 1 Finance-gathering initiatives
of Filipina Women Entrepreneurs taking technology as a new method to engage in
E-commerce.
E.
Varied Sources of
Capital for Online Business
The first emerging theme presented above under this aspect is the
Varied Sources of Capital for Online Business. This was subdivided into two
specific sources, personal savings and government loans, wherein personal
savings refer to the amount of money that has been set aside for non-immediate
use. In contrast, government loans pertain to financing programs initiated by
the state to assist MSMEs in restarting businesses due to the economic downturn
caused by the pandemic. In this regard, R1FB revealed,�Before the pandemic, I have my own personal
savings from my salary, commissions, and incentives as a real estate agent.�
Studies have shown that about 60% of successful start-up
businesses are funded with personal savings (Pena,
2002). It is common for many
entrepreneurs to rely on the available resources they have to capitalize on new
business opportunities.
Table 2
Finance-Gathering Initiative of Filipina Women
Entrepreneurs (Part 1)
|
Formulated Meaning
|
Theme Clusters
|
Emergent Theme
|
|
Respondent funds her business using personal savings and salary
from her job
Respondent recommends this program to other Filipina
entrepreneurs, mainly because it has no interest and has a grace period
before payment start.
Respondent believes that the loan she received was not enough,
but at least it could help a little.
|
They funded their online business with personal savings and with the help of family members.
Took a small loan from government programs with zero interest
and an extended grace period before payment starts.
The loan from the state was small, but at least it helped a
little in their business.
|
Varied sources of capital for online business
|
|
Respondent recalls her experience as a Facebook e-business
seller from when she was younger selling fan merchandise
Respondent is a teacher who worries about her salary in a time where schools are closed down. She
decides to pursue e-business as she has a family to sustain their needs.
Respondent expresses how the business helped her staff.
Respondent shares that online business does not need to use
traditional methods in selling since technology is within the palm of your
hands.
Respondent highlights the safety that the online business offers
to women entrepreneurs.
|
Exposed to business even in their younger years.
The income from the e-business becomes an addition to their current savings and supports them and their
families.
Giving importance to employees who helped sustained the business
amidst pandemic.
The advantages of social media boost the credibility of their
online business, thus appealing to more customers an opportunity to earn within the comfort of their homes
with lesser expenses.
Securing safety from the dangers of having physical stores and
the privacy a woman wanted to ensure as a business owner.
|
Crucial Reasons for Entering Online Business
Advantages of Engaging in Online Business
|
Part of entrepreneurial growth is to find alternatives that could
expand businesses. Filipina women entrepreneurs have opted to finance
additional capital from state subsidies to bring back losses obtained by the
economic downturn caused by the pandemic. Thus, some respondents have decided
to go for government loans to restart their business, particularly the DTI�s
COVID-19 Assistance to Restart Enterprises (CARES) program. R2CN expresses this
acquisition of state-led initiatives,
�I applied for an online loan from DTI under SBCorp.�
The statements provided implications that women in the economic
industry find ways to sustain their businesses despite the risks and downturns
in trying to revive the economy. However, inevitable repercussions need to be
improved with this state-led subsidy for entrepreneurs. As R2CN disclosed,
�From my experience, one thing I didn�t appreciate was the waiting
time�, and then actually the loan was inadequate for the online business that I
have right now)
Respondent R3JB revealed that,
�� It is really not enough but I am still thankful for the initial
help they (government) have given)
This correspondingly turns out that even with the flexible terms
and conditions under the SB Corp, the loan provided by the state is small, but
it was able to help a little in their businesses.
F.
Crucial Reasons for
Entering Online Business���
The second emerging theme shown in Table 2 corresponds to the
Crucial Reasons for Entering Online Business. Firstly, it is observed that
these women entrepreneurs acquire beforehand initial knowledge of business
management, which urged them to start a business. Research suggests that
entrepreneurs are more likely to come from homes where a parent or guardian
owned a business (Cooper
& Dunkelberg, 1987). Additionally, a study
by Yukongdi
and Ca�ete (2020) shows that women�s decision to set up their venture is also
influenced by resources that may be available and circumstances. R4MS, who came
from a family of entrepreneurs, expounded,
�In my case, this is the background I grew up to. My parents are
both in the field of business, so I was preconditioned ever since that I will
start my own business.�
Bagheri
and Pihie (2010) stated that family influence is an essential factor that provides
the background experience and motivation to start entrepreneurial activities.
Secondly, another crucial factor why Filipina women started an
online business is that it opens up an avenue for an extra source of income or
even becomes the primary source of income. Furthermore, this allows the
entrepreneurial spirit of women to venture into different opportunities in
business. As R5HR shared,
�I was thinking why not try to go venture in entrepreneurship. Who
would know, what if I�ll be successful in this? So, I risk without knowing if
I�ll be successful.�
Managing uncertainty in a global pandemic is a risk that
incorporates coping strategies to ensure the outcome of an organized business.
These women-owned businesses have been through tantamount losses adding up
their initial capital to sustain their businesses.
The third critical point is the maternal, and familial instinct
women have. Most of the women frequently reported in previous studies testified
the need to provide and supplement the needs of their families (Yukongdi
& Ca�ete, 2020). A case in point is the
experience of R2MS, who is a wife and a mother of a toddler, who started an
online clothing business at the onset of the COVID-19 pandemic,
�My husband is the main motivator why I started my online business
at the same time my is my baby.�
R2CN, a single mother who juggles multiple businesses, valued the
same sentiments with R2MS,
�Actually, the main reason is to have an extra income, for my
twelve-year-old daughter.��
According to them, being a mother and an entrepreneur was not an
easy job. As Dattani
(2020) found similar findings, women business owners are dealing with
intensified social reproduction duties, household labor imbalances, and the
need for extra income-generating activities caused by the pandemic.
An altruistic reason obtained in this study is the ability to
support employees or the workforce in dire need of jobs during a pandemic.
These women entrepreneurs generously thought of the well-being of their
employees. As R1FB narrated,
�My business can help my staff. This is how I look at my business
that it would be able to support my employees. A family can eat because of this
business. Currently, I have nine (9) staff, so I am able to feed nine
families...�
R1FB further added that without the people working for her, the
online business she stood for would never be a success without them. Thus, she
feels indebted to continue despite the ongoing pandemic for the sake of her
employees.
G. Advantages of Engaging in Online Business
The third emerging theme stipulated in Table 1 is the presented
advantages of engaging in online business for women entrepreneurs. It is
crucial to consider how these women manage to gather income having the benefits
of E-commerce. According to McQuitty
and Wolf (2013), online platforms serve
as an avenue that supports many businesses where consumers are becoming more
adaptable to online goods. R1FB enumerated the advantages when she started her
online business, �The advantage for online business is having a wide reach for
clients. Traditional marketing methods like tarpaulins, newspapers, radio, or
flyers are not anymore needed. But this time, the target is already budget
boosting (for Facebook posts) for your target audience. Basic transactions are
easier since I can monitor it through our controller. And even our operations,
we just have Messenger as our medium.�
It is beneficial for R1FB and even for other women online
entrepreneurs the broad scope of online platforms to sell products through
e-commerce. Moreover, social media boosts the credibility of their online
business, thus appealing to more customers an opportunity to earn within the
comfort of their homes with lesser expenses.
Aside from the fact that the online platform has made everything
accessible from wide coverage, availability of courier services, cashless
payments, and remote operations, another important factor the respondent is
their safety. There are risks for security and safety when managing physical
store set-up. An example shared by R2CN explains how she finds it better for
women entrepreneurs to manage an online business since being in a physical
store set-up intends precautions from robbery and burglary that may take place
anytime.
This implies how women need to double their security when
operating on-site businesses. Thus, as found in this study, females see social
media as a safe platform to conduct their business operations. Hence, to concur
with Alampay
(2008), individual Filipino
entrepreneurs and small businesses venture into e-commerce by utilizing the
Internet through social networking websites and mobile phone-based cash systems
because of its reliable, secure, and accessible means.
Table 3
Finance-Gathering Initiatives of Filipina Women
Entrepreneurs (Part 2)
|
Formulated
Meanings
|
Theme
Clusters
|
Emergent
Themes
|
|
The respondent learned
cooking skills and recently the online skills to create e-posters of her own
through Canva, which has allowed her to save up on promotion because she does
the work herself.
The respondent
believes no man is an island and enlists help from friends and family to
boost her content. For editing, she does it alone and uses YouTube video
tutorials and Google as a reference.
The respondent enlists
the help of her graduating nephews and nieces. They have more free time in
this modular set-up to help manage her e-business, particularly computer
literacy.
The respondent points
out that skills in captioning and correspondence with customers are necessary
for e-business because they help an e-business survive.
The respondent taps
people who can help her because managing an e-business is an arduous task.
It�s not just about posting and immediately getting clients, and there is a
need to be innovative because online competition is very tight.
Respondent shares her
word-of-mouth marketing strategy is helpful if one is confident that the
product you are selling is effective.
The respondent notes
how friends, friends of friends, and family boost her business through
shares, increasing sales, and improving branding. Therefore, proving that it
takes a community to build a business.
Respondents tackle promotional items and
develop new ideas to engage audience traffic on her Facebook business page
|
New skills are learned
from the experience of managing an e-business, and help is enlisted from
friends, family, and colleagues from starting up a business to maintaining
it.
State-led programs are
sought to help women build their business and sustain it during the economic
pandemic struggle.
Entrepreneurs develop
innovative and creative ideas to usher audiences to get into their products
and boost their sales. They research and make use of the vast amount of
knowledge and reference that YouTube and Google provide.
The e-business becomes
a collaborative effort between the entrepreneur and the people around her.
There is the mutual responsibility of ensuring an income for the entrepreneur
and her employees.
Generating creative marketing strategies of
products through online platforms, especially Facebook increases online
businesses' sales and income.
|
Marketing Strategies
for Online Business
|
H. Marketing Strategies for the Online Business
Another emerging theme in this aspect refers to the Marketing
Strategies for the Online Business, which the Filipina entrepreneurs acquired
while establishing an online business. These pertain to a combination of online
and technical skills learned such as cooking, graphic design, captioning and
editing, computer and social media literacy, accounting, product review, and
promotion of products. This is the case in point of the experience of R1FB who
claimed that:
�Just recently, I learned an online skill on how to create
e-posters of my own through Canva...just last year.�
With the new online skills acquired, i.e., editing and graphic
design using Canva, R1FB created her e-posters and reduced costs since this
allowed her to save up on promotion because she does the work herself. The
E-Business also became a collaborative effort between the entrepreneur and her
family, friends, acquaintances, and even customers. This is true in the case of
R1FB who said that:
�I think it really helped. I receive support which can help
increase and boost my sales because whenever I post online, most of my family
and friends share it, and then the friends of my friends will share it too, and
so on. That is why my sales and branding increased. So, it really takes a
community to build a business.�
Moreover, by learning more skills to market products online with
E-commerce and the usage of social media platforms to gain more followers and
customers, we mean that the shared experiences of the respondents reveal that
these businesswomen generated creative marketing strategies in online platforms
such as Facebook intending to boost sales, audience reach, and income. These
entrepreneurs hold the view that online competition is very tight, and thus,
this challenges them to have more innovative ideas. This is true in the case of
R5HR, who revealed that:
�Influencer marketing through product reviews is a big help for
me. My sales increased as well as my audience reach. For example, in my
footwear online business, I usually give products monthly to the influencers
whom I know for product reviews. I can really see its positive effect on the
growth of my sales and audience in Manila and even other parts of the
Philippines. So, that is one way that I know which is good for online
business.�
Because female entrepreneurs have resorted to start or restart
businesses and flexibly adapt by learning new online skills and generate
creative marketing strategies by taking advantage of the available online
platforms and e-commerce sites, the implication is that their respective online
businesses have been able to thrive during the economic pandemic struggle. It
enabled them to acquire both online and technical skills and a boost or
increase on their sales and customer reach, thereby maintaining their income
and sustaining their livelihood. This is also what is mentioned in literature
on online businesses, which reveals that Filipino enterprises have embraced the
use of e-commerce sites as a new marketing strategy and are observed to have
potential growth, especially that the Covid-19 outbreak has accelerated
industry growth by transferring major retailers to an internet platform for
market sustainability (Ken,
2021). Thus, this trend
necessitates upskilling and reskilling Filipina entrepreneurs through online
training and programs about digital entrepreneurship and e-commerce marketing.
Table 4
Finance-Gathering Initiatives of Filipina Women
Entrepreneurs (Part 3)
|
Formulated Meanings
Respondent plans for
expanding business (Papa G�s) through franchising while using the online
platform for promotions.
Respondent aims to
establish a physical store simultaneously to continue the online business
since it contributes to marketing and expanding the target audience.
Respondent sees the
good of continuing the online business. She deems that the online platforms
saved her business. Thus, she decides not to stop.
|
Theme Clusters
Establishing a physical store while utilizing the
online platform for marketing strategies.
Continuing the online
business since it positively contributed financially and mentally to the
businesses and the owners, respectively
|
Emergent Themes
Long-Term Plans For E-business
|
I.
Long-term Plans For
E-business
The last emerging theme shown in the table matches the Filipina entrepreneurs�
long-term plans for their E-business. This refers to the respondents� plans to
expand their reach through franchising and continuing the business operation by
establishing a physical store while capitalizing on online marketing
strategies. As R1FB said:
�So, my plan for Papa G is for expansion. And usually, we can see
how the promotion of franchising works now online. So again, it goes back to
online by using Facebook.�
Also, this emerging theme means that the online business has
become a supplementary yet significant factor to the physical business since
these online platforms functioned mainly as a marketing and advertising tool.
This is true in the case of R5HR who shared that:
�I really like to have my own physical store, that�s my goal. I have
a physical store and at the same time, I�ll continue operating online because
for me, online business is a big help especially in marketing and targeting
your audience.�
J.
Gendered Experiences of
E-Women Entrepreneurs
Women entrepreneurs have been forced to adapt to the economic
challenges exacerbated by COVID-19. In the past two years, women have had to be
innovative and flexible to grab economic opportunities. The experience of
E-women in the pandemic is reflective of both their struggle and their success.
The emergent themes for Table 5 are as follows: Perceptions on
Women in Business, Economic Impact of the Availability of Business
Opportunities to Women, and Psycho-Social Impact of Filipina�s state of mind on
financial support and independence.
Table 5
Perceptions on Women in Business
|
Formulated Meanings
|
Theme Clusters
|
Emergent Themes
|
|
The respondent does not
encounter social and cultural expectations of being a businesswoman and
perceives it as an advantage.
The respondent experiences
limitations of being a woman, like physical endurance and patience.
The respondent believes the
strength and skill of women in marketing, mainly through word of mouth, and
emphasizes its advantage compared to men�s limitations like being timid.
The respondent knows the
prevalence of gender equality in the economic sphere in society.
|
Instead of perceiving it as a challenge, the businesswomen
claim that being a female entrepreneur is more of an advantage because of
their skills in marketing and networking and soft skills like diligence and
perseverance in achieving a successful business. Some entrepreneurs
experience the physical limitations of being a woman.
Businesswomen observe gender equality in terms of economic
opportunities for women in society.
In achieving success in their business, some businesswomen
face social, cultural, and marital expectations as an effect of cohabitation,
while others receive support and encouragement
|
Perceptions on Women in Business
|
K. Perceptions on Women in Business
The researchers found that there was no perceived discrimination
based on gender. Social, cultural, and marital expectations were seen only as
an effect of cohabitation for some, while others received support and
encouragement. Per the case of R1FB, social and cultural expectations do not
limit a woman in business. In fact, it is seen as an advantage.
She said: �...wala man jod ko kasuway nga ma ing ana or mga challenges tungod kay bae ko.
Kay i think mas pinangga gali ang bae.� (I have
never experienced those kinds of challenges because I am a woman. In fact, I
think it is an advantage.)
To support this is R2CN�s case also emphasized on the power of the
female. To her, gender equality is present in the sphere of Philippine economic
society. She said: �Para nako,
mas powerful gani ang female kay mas ana (maayo) siya sa
marketing, word of mouth. Female are very good mga ingon ana unlike sa male kasagaran kay mangi-uwawon, mauwaw.� (For me, women hold a
more powerful position in the world of business because of their marketing
skills like word of mouth. Women are very good at that compared to men who are
often timid, at least those that I�ve encountered.)
To add, R3JB and R4MS, both of whom were married women, admitted
that expectations for Filipina entrepreneurs rose particularly during
cohabitation, especially when extended families were involved and in need of
support.
Respondent R5HR encapsulates Filipina entrepreneurs by saying: �...I
mean karon na time ha mas nakita nako ang kana bitaw galing mas daghan ang babae ganahan mulambo.� (Nowadays, I see that a lot more women want to be successful.)
Table 5
Economic Impact of the Availability of Business
Opportunities to Women
|
Formulated
Meanings
|
Theme
Clusters
|
Emergent Theme
|
|
Respondent notices her increase
of income this time as she started her online business during this pandemic
period.
Respondent observes that before
she started online selling, her budgeted salary was simple and fixed, but now
she acknowledges more income through her side hustles. She observes the more
significant economic opportunities available for women and the importance of
grabbing those opportunities.
The respondent observes more
female entrepreneurs than male entrepreneurs in online business and the
expansion of economic opportunities for women.
The respondent sees and
experiences the greater opportunities in online business
The respondent understands the
factors to be considered when engaging in online business especially
acquiring new skills
|
Gender equality and women�s economic opportunities in business
are pervasive perspectives among female entrepreneurs. Admitting a fixed
salary is merely budgeted every month.
Being in e-business gained financial freedom and
independence when it comes to finances and budget.
|
Economic Impact of the Availability of Business
Opportunities to Women
|
L.
Economic Impact of the
Availability of Business Opportunities to Women
According
to the article, "Necessity or Opportunity? The
Effects of State Fragility and Economic� Development on Entrepreneurial
Efforts" by Jos� Ernesto Amor�s et al., he
espoused that the opportunity-based individual entrepreneurial (OPP) efforts
are affected by the fragility of the state and the current state of the
economy. Per the Institutional Theory of Entrepreneurship, the fragility of the
state is indirectly proportional to opportunity-based individual
entrepreneurial efforts (OPP) and directly proportional to the necessity-based
entrepreneurial (NEC) endeavors. Meaning, the fragility of the state has a
positive effect on (NEC) endeavors in contrast to (OPP) efforts. The
researchers found that the Philippines has displayed state fragility throughout
the COVID-19 timeline, meaning, it has been inadequate in protecting citizens
who lack or have lost formal employment over the course of the pandemic. Hence,
women have opted to initiate (NEC) endeavors and have created business
opportunities for themselves through revolutionary alternate business methods
of e-business.
Women entrepreneurs hold the greater appeal in marketing products
due to their natural and technical skills in marketing, making them flexible in
business engagement. This is expressed in R6BA�s case.
R6BA stressed: �Mas kabalo
man ka kay baye man ka so mas naa ka�y
advantage na mu-appeal sad for mostly women ang imong products�� (You know better
because you are a woman. You have the advantage in selling products for women.)
These cases solidify that women have greater economic
opportunities due to gender equality in the business industry.
Filipina entrepreneurs were also found to have gained
financial freedom and independence through both corporate jobs and engaging in
e-business.
Per the case of R2CN, her pre-pandemic income was stable. She
initially had sidelines too, but she noticed an increase in income after
founding her own online business. She said:� �The
main difference was kuan, uhm, before pandemic, uhm, naa koy mga
sideline, pero dili siya much but during the pandemic, didto
man nag start akong online, so naka-ingon
kog dako-sako jud siyag naka
add up sa akong budget.� (The main difference was that pre-pandemic I had already had
side-jobs, but they weren�t much. During the pandemic, I started my online
business, and from there, I was able to say I had earned a lot more which I�ve added to my budget.)
The Internet has made it possible to earn online, and Filipina
entrepreneurs have grabbed this opportunity to revolutionize earnings during
the economic pandemic struggle. It is one of the best modes of employment (Kuek
et al., 2015).
R5HR and R6BA expressed that amidst COVID-19, greater economic
opportunities in the form of online platforms emerged for women and it was
necessary to grab those opportunities. Specifically, R6BA stressed that: �With
e-business, mura ba�g na ano, na
kaya diay sa mga baye na mag business. Na ano na siya,
na maka earn diay ug money pud ang mga baye so like ni widen ang
economic opportunities.� (With e-business, I realized
that women could engage in business. I realized that women can also actually
earn money through this platform, thereby widening economic opportunities for
women).
Table 6
Psycho-Social Impact of Filipina�s state of mind on financial
support and independence
|
Formulated Meanings
|
Theme Clusters
|
Emergent Theme
|
|
The respondent believes in
attaining freedom when financially independent and considers online business
the most significant factor that shapes her outlook.
The respondent considers online
business as a significant factor that shapes her outlook on financial
independence.
The
respondent highlights the benefits and achievements of being financially
independent, like having authentic freedom in life and peace of mind.
|
Having an online business, along
with the opportunities it brings, is a major factor that can shape the
businesswomen�s outlook on acquiring new skills, financial independence,
authentic freedom, peace of mind, and a sense of pride for the female
entrepreneurs
|
Psycho-Social Impact of Filipina�s
state of mind on financial support and independence
|
M. Psycho-Social Impact of Filipina�s state of mind on financial
support and independence
Online
business shapes the female entrepreneurs� outlook and plays a major factor in
achieving financial freedom, independence, and peace of mind.
Per
the case of R1FB, she expressed that online business is a revolutionary means
of employment which brings along all new opportunities for women entrepreneurs.
In the process, women learn new skills and integrate their already existing
skills into online business management. She expressed feeling a sense of
freedom and peace of mine being able to earn at home:
�Dako syag opportunity sa online business... So naa rako sa akoang
desk pero daghan kaayo kog ma kuha
na source of income.�(Online
business offers a big opportunity. I only work at my desk but I earn a lot for
my source of income.)
She
further added that she gained financial freedom in terms of buying what she
wants and also the decisions she makes in life: �Dako
gyud kaayo na siya na
factor kay once financially independent ka, wala ka naghuwat nga tagaan
ka sa laing tao, you can do whatever you want.It's limitless. Mao na
siya ang pinaka dako na factor.� (It�s really a
big factor once you are financially independent. You don�t wait for someone to
give you money, you can do whatever you want. It�s limitless. That is the
biggest factor.)
Women
entrepreneurs feel a sense of pride after founding their online businesses and
working for its success. R5HR stressed that: �...Nakatabang
siya like makabarog ko sa akong own. At the same time
kana ganing freedom na makabuhat ko sa akong ganahan, nakakuan jud siya.
Kaning sa money-making,
although wala ko�y
background sa marketing or business something na mga course kay I was able to
establish a brand and at the same time a small business through online. So,
partly no dili siya partly,
proud jud proud jud ko na I was able to like establish gyud
ani sa online business.� (My online business helped me
stand on my own. At the same time I can do whatever I
want. In terms of money-making, although I don�t have a background in marketing
or business, I was still able to establish a brand and a small business at the
same time thanks to these online means. I am proud to have established my own
business.)
N. Challenges in the Digitized Set-Up
In this section, the challenges faced by the women entrepreneurs
are enumerated and analyzed. The focus is narrowed down on their experienced
challenges in the current digitized set-up precisely; in facilitating their
business online and their online transactions with the government, as affected
by the pandemic restrictions and guidelines.
Table 7
Issues in Online Business
|
Formulated Meanings
|
Theme Clusters
|
Emergent Themes
|
|
Respondent shares that for
suspicious accounts, she verifies their FB account.
Respondent gladly answers that
she did not encounter any bogus buyers or scammers.
|
Accepting orders or transactions from people you know or
from legit referrals to intercept bogus buyers.
|
Fear of Fraudulent Transactions
Need for accredited buyers, suppliers, and clients to
avoid scam
|
On
the business side of things, DTI
eCommerce (2021)
identifies the rise of fraudulent transactions that shows the country�s weak
consumer protection regulations as one of the challenges in the e-commerce
industry. Fortunately, this has not been the case for any of the interviewed
women in this study. In R3JB�s words;�
�In
my case, ma�am, so far, I have not encountered this kind [scam transactions] of
problem.�
But
while they have not experienced this personally, stories of other online
entrepreneurs victimized by fraudulent purchases actively circulate on the
Internet, thus urging them to put extra measures to prevent this problem. The
shared practice by all the interviewed women is to verify the authenticity of
each online purchase through checking the buyer�s account for authenticity, as
evident in the case of R1FB.
Table 8
Internet Connectivity Dependence and Technical Skills
|
Formulated Meanings
|
Theme Clusters
|
Emergent Theme
|
|
Respondent shared that in the
online transaction required by the loan, she had to enlist help from her
child, an IT student. She shares that she is computer illiterate.
Respondent shares that nowadays,
she is very dependent on the Internet. Without the Internet, she will not be
able to operate her business.
Respondent shares that she feels
a little hassle in the online transaction with the government. She has to
upload, scan, and pictures.
Respondent shares that in the
KMME program of the DTI, the modular lessons were done online because of the
pandemic.
|
There is difficulty navigating online to apply for the
loan, computer illiteracy for others successfully.
Internet dependency in applying for loans and for
facilitating the business.
Feeling of hassle for the process and technical processes
on the side of businesswomen
|
Internet Connectivity-Dependent Transactions
Lack of technical skills to successfully execute
activities
Gradual Transition of Online Services from Government
|
However, despite the respondent�s respite on this issue, two
overarching problems, specifically (1) Internet Connectivity- Dependence of
women entrepreneurs and the (2) lack of technical skills to navigate online,
are common experiences in this group. To start, the encompassing dependency of
entrepreneurs on stable internet connectivity is a major challenge among
Filipino women entrepreneurs. DTI eCommerce (2021)
observes that, while developed nations do not consider internet connection as a
primary issue of concern in e-commerce activities, the Philippines suffers
severe strains in its telecommunication structures, affecting both big
businesses to small entrepreneurs. This is true in
the case of R5HR, who states that;
��I depend on the Internet, and [the]
Internet nowadays is sporadic, so in times when the Internet is down, I am not
able to operate�.�
With
her business utterly dependent on the Internet for customer contact, cashless
payments, and courier deliveries, sporadic internet connection is detrimental.
This can mean canceled orders, angry courier riders, or unprocessed and delayed
payment. For R5HR, who lives in a mountainous area with limited internet
connection, times of storms, internet provider connectivity problems, and
scheduled power outages mean a severe loss of income.
Another
serious problem is the lack of basic technical skills to navigate the online
space successfully. For R3JB;
�
Yes, I really asked for help. I have a
child who is an I.T. . I asked for help because I
really don�t know; I am computer illiterate. Even in using the laptop. It was
just recently that my child brought me a laptop when our KMME modular classes
started.��
R3JB
shares her struggle as she tries to effectively use the online platform, having
only shifted to online business this year after her bakeshop and cafe
experienced a heavy loss in sales during the pandemic. Having also availed of
the KMME program, a government program for entrepreneurs, she shares her
struggle as she learns through electronic modules that should have been taught
in conference form if the pandemic had not hit.
As
can be seen from her experience, government transactions are gradually shifting
to online as demanded by pandemic restrictions. The application is purely
online for the DTI Bayanihan CARES program that gives
out no-interest loans to entrepreneurs. In this shift of medium, the other
respondents have taken an issue that the process creates hassle and demands
much technical skill for a successful application. In the words of RB1FB;
�
True, even for me, I find it a hassle
because I have to upload, picture, and scan the ITR and other activities of the
same nature.��
Table 9
On Online Government Programs and Online Business Income
|
Formulated Meanings
|
Theme Clusters
|
Emergent Theme
|
|
Respondent feels that some
sellers are unaware of the programs of DTI that they post online. Some may
also think that DTI cannot help them as online sellers.
Respondent recognizes that the
income in her online business is just break-even.
|
Receiving that income generated for online business is
just break-even compared to the targeted income needed for long-term goals.
During the pandemic, the government is transitioning to
digital citizen-government transactions digital.
|
Generates only break-even income
Lack of online information dissemination of government
programs
|
Lastly,
it has been observed that the women entrepreneurs were unaware of these
government programs in the first place. R4MS recalls that;
��
Even if the DTI posts on Facebook, they are many people who remain unaware of
the program. Because some sellers don�t make it a habit of checking the DTI
page, they don�t tap it. Because they think that the DTI cannot help anyway.�
�As R2CN states:
��And then, it is not much, but at least I have something
additional to my income.��
And in which R3JB agrees;
��The
fact is, my current income is just break-even even after I shifted online, my
income is just enough, because of the situation today. Because no matter how
you present your business to people, money is tight right now.��
Thus,
despite the positive perception of online businesses and the income it
generates for the entrepreneurs themselves and the community, there is an
urgent need for support to women entrepreneurs, especially in equipping them
with the necessary skills to be able to navigate in the digitized market
successfully they were forced to enter because of the pandemic. Problems with
telecommunications quality are also beyond the scope of the individual
entrepreneurs who are completely dependent on the reliable services of internet
companies to operate and generate income. Also, while the government has matched
the pace of the times in digitizing its services, its information dissemination
efforts and the accessibility of its online programs remain problematic at
best.
Suppose
DTI truly believes its recent statement that women-led micro, small and medium
entrepreneurs are crucial in the Philippines� post-Covid recovery, as stated by
DTI Secretary Lopez (2021). In that case, it should put its effort into
addressing the challenges enumerated above and improve its online services and
programs. In giving women entrepreneurs a share of the burden on the economy�s
post-pandemic recovery, the Philippine government must be a present ally every
step of the way.
CONCLUSION
In conclusion, the pandemic has affected the financing of
businesses owned by women in various aspects and degrees covering the
logistical, financial, social, cultural, and digital aspects. Due to the
ongoing pandemic restrictions, entering E-business has become a local step for
entrepreneurs to do, regardless of the individual applying for state services
and programs or not.
Start-up and established Filipina entrepreneurs facilitate
their business online, with, fortunately, little to no challenges encountered
in terms of cultural, and social dimensions in their experiences. However,
their lack of basic technical skills and sporadic internet connection becomes
an obstacle that creates a serious loss of income in certain situations. To top
it off, they also must employ various marketing strategies to keep their
businesses afloat and compete with the intense competition in E-business.
Filipina entrepreneurs have a lot of challenges to deal with, the majority of
which they cannot individually address, given the scale of the solution needed.
Thus, the state�s economic response to the COVID-19 pandemic�s effect on
Filipina-owned businesses, needs to be improved in terms of reach and
accessibility to cater the Filipina entrepreneurs� needs.
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E-WOMEN IN E-BUSINESS: PROBING INTO STATE-LED AND
INDIVIDUAL-BASED FINANCE-GATHERING INITIATIVES OF FILIPINAS DURING THE ECONOMIC
PANDEMIC STRUGGLE