Entrepreneurship as a Career Choice for Middle-Aged Women：

Focusing on the Entrepreneurial Process through the Lens of Effectuation

Abstract

The purpose of this study is to analyze the decision-making processes of women who started their own businesses in midlife，in order to understand why they chose to become entrepreneurs and how they sustain their ventures. Semi-structured interviews were conducted with 16 women who launched their businesses between the ages of 40 and 55 and continue to operate them. The findings reveal three key points. First，the primary motivational factor behind entrepreneurship among middle-aged women was an awareness of self-sacrifice，which emerged through small actions that challenged fixed perceptions. Second，while their entrepreneurial processes aligned with the principles of Effectuation，they also displayed unique patterns distinct from those of experienced entrepreneurs. Third，a reciprocal relationship was found between Effectuation and the empowerment of the self:as Effectuation progressed，it enhanced the women’s sense of self-liberation，which in turn further advanced the Effectuation process.