Female entrepreneurship in emerging markets: challenges of running a business in turbulent contexts and times

PurposeThe present study seeks to investigate female entrepreneurship in turbulent times (COVID-19) and contexts (emerging markets).Design/methodology/approachAn in-depth, multiple-firm (five SMEs), cross-country (2 countries – Brazil and Tunisia), cross-region (Latin America and the MENA region) case study based on a mixed embeddedness perspective.FindingsThe study highlights how challenges and uncertainties are managed, what inspires female entrepreneurs and what frightens them. We capture these entrepreneurs' insecurities, self-doubts and creative survival strategies. Our findings reinforce the need for self-efficacy and resilience, as well as the importance of a support network and the ability to “reboot” whenever needed. Despite persistent patriarchal norms and cultures, the women surveyed did not see themselves as female entrepreneurs but as successful entrepreneurs, akin to their male counterparts.Research limitations/implicationsAcademically, the study contributes to the fields of entrepreneurship, female entrepreneurship and crisis management with empirical evidence in new contexts (LATAM and MENA regions) and times (collected during a crisis). The results also contribute in a practical way to female entrepreneurs, policy makers and global agencies.Originality/valueThe study's originality arises from a qualitative cross-country comparison of findings from internationally minded companies from under-researched developing countries and regions at an especially interesting and turbulent time: the pandemic of 2020.