From Risk Aversion to Risk Loving

Risk aversion is one of the major impediments to entrepreneurship, and survival growth startups in developing world. Female entrepreneurs portray even a higher risk averse attitude regarding starting new businesses or introducing business lines their existing businesses. The intention this study explore strategies that can be employed reduce among female entrepreneurs. A qualitative research methodology was utilized carry out research, with interview technique being used as main data collection tool. Snowballing convenience sampling techniques were select 8 organizations 21 who participated study. found entrepreneurial literacy significantly reduces by providing them quality education training on financial income generation skills competencies. also reduced assigning reputable mentors inspire assist break cultural societal barriers. ‘do not do it alone’ principle motivation through creation entrepreneurship forums stakeholder interventions schemes support help minimize aversion.