BRAGA, D. M. S.; http://lattes.cnpq.br/9312262269174051; BRAGA, Deborah Maria da Silva.
Resumo:
History tells that through centuries women were not allowed participating in different areas of
society, including not being able to participate in any kind of business. However, after women
rights were established and recognized, women gradually started getting more jobs in strategic positions in the business hierarchy and becoming developers in innovative enterprises.
Therefore, this paper's main goal is to identify the profile of women who work in the beauty
industry in the city of Campina Grande - PB. To do so, the working method was based on a
descriptive approach with a qualitative nature using bibliographic review and multiple case
study with field research methods. For the research sample, sixteen (16) entrepreneurs were
invited to do a semi-structured interview. The data was categorised and analyzed based on
perception about entrepreneurship, business planning, learning process, influence and
motivation, creativity and innovation, advantages and difficulties, persistence and vision. The
study shows that the women who were interviewed have a lower level of management
knowledge than necessary to start a new business and they did not planned before starting
working. However, they know how to deal with struggles in the business and have a satisfactory
level of creativity and they are very persistent and have great future perspective. The study also
shows that besides growth and professional achievement, financial independence and income
supplement, as well as the improvement of their children's lives, it was the unemployment the
main reasons to start working for themselves.