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dc.contributor.authorJain, Pallavi
dc.contributor.authorSachdev, Anu
dc.contributor.authorSinghal, Arvind
dc.contributor.authorSvenkerud, Peer Jacob
dc.contributor.authorAgarwal, Sakshi
dc.date.accessioned2020-01-30T09:15:30Z
dc.date.available2020-01-30T09:15:30Z
dc.date.created2019-08-26T12:49:53Z
dc.date.issued2019
dc.identifier.citationJournal of Development Communication. 2019, 30 (1), 10-22.nb_NO
dc.identifier.issn0128-3863
dc.identifier.urihttp://hdl.handle.net/11250/2638784
dc.description.abstractWhy do some rural women entrepreneurs in India succeed despite low levels of literacy, staggering household responsibility, unsupportive social structures, and oppressive cultural practices? The present article employed the Positive Deviance (PD) approach to identify the effective communication practices of rural women entrepreneurs in Uttar Pradesh, India, who succeed against overwhelming odds. Starting with an initial pool of 21,024 rural Indian women who received microloans for income-generation, and through several sieving rounds of focus group conversations with over 1,100 women, 24 PD women entrepreneurs were identified. A variety of participatory processes and liberating structures—Discovery and Action Dialogues (DADs), improvisational theater and prototyping, personal storytelling, and card-sorting games—were employed to identify the highly uncommon practices of PD entrepreneurs. These uncommon practices included micro interpersonal behaviours to connect deeply with customers, personalised branding of their businesses, daily diary jottings to monitor sales and profits, reframing value propositions to persuade customers, and others.nb_NO
dc.language.isoengnb_NO
dc.relation.urihttp://jdc.journals.unisel.edu.my/ojs/index.php/jdc/article/view/137
dc.subjectpositive deviancenb_NO
dc.subjectfemale entrepreneursnb_NO
dc.subjectIndian villagesnb_NO
dc.subjectsuccessful practicesnb_NO
dc.titleA Positive Deviance Inquiry on Effective Communicative Practices of Rural Indian Women Entrepreneursnb_NO
dc.typeJournal articlenb_NO
dc.typePeer reviewednb_NO
dc.description.versionpublishedVersionnb_NO
dc.subject.nsiVDP::Samfunnsvitenskap: 200nb_NO
dc.source.pagenumber10-22nb_NO
dc.source.volume30nb_NO
dc.source.journalJournal of Development Communicationnb_NO
dc.source.issue1nb_NO
dc.identifier.cristin1718705
cristin.unitcode209,6,4,0
cristin.unitcode209,7,0,0
cristin.unitnameInstitutt for organisasjon, ledelse, styring
cristin.unitnameAdministrasjonen
cristin.ispublishedtrue
cristin.fulltextoriginal
cristin.qualitycode1


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