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How do role conflict intensity and coping strategies affect the success of women entrepreneurs in Africa? Evidence from Ethiopia

ABSTRACT While the relation between role conflict and coping strategies, and between coping strategies and entrepreneurship, have received attention in the literature, the literature has neglected whether and how the level of intensity of conflict affects the choice of coping strategies. The literature has also neglected how such coping strategies affects entrepreneurs’ subjectively experienced success. This article addresses these neglected aspects. It does so by studying 204 women business owners based on a survey conducted in 2015–2016 in Addis Ababa. Using structural equation modeling (SEM), the structural relationships between role conflict, coping strategies, and entrepreneurial success is analyzed. It was found that women entrepreneurs’ coping strategies change when the level of role conflict intensity changes, and moreover that changes in coping strategies have different impacts on entrepreneurial success. Specifically, when the intensity of role conflict is relatively low, they cope by prioritizing their entrepreneurial roles, which affects financial success positively but nonfinancial success negatively. When the intensity of role conflict is relatively moderate, they cope by involving others or reacting to all roles, which positively affects both financial and nonfinancial success. However, when the intensity is relatively higher, they cope by prioritizing family and social roles, which affects nonfinancial success positively but financial success negatively. Practical implications and avenues for further research are noted.