Proceedings of 11th International Business and Social Science Research Conference
8 - 9 January, 2015, Crowne Plaza Hotel, Dubai, UAE. ISBN: 978-1-922069-70-2
Study of Women Entrepreneurship in Rwanda: Institution
Fitness Theory and International Marketing Approach
Etienne Musonera
The issue of women entrepreneurship in Rwanda has become an important topic in
the last ten years, and this paper takes an international marketing approach and
institution fitness theory to the study of the Goldman Sachs Women Entrepreneurship
Certificate Program in Rwanda. The program provides training in the areas of
business planning, marketing, finance, accounting, and management. Rwandan
women had a culture of staying at home, but with the aftermath of the 1994 genocide
in Rwanda, the Rwandan women occupy now high positions of responsibility in all
levels of government and business. After the 1994 genocide, the government of
Rwanda embarked on a continuous, aggressive, and ambitious agenda of political,
financial, social and economic reforms to establish an environment conducive for both
domestic and foreign direct investment. As a result, Rwanda is one of the fastest
growing economies in Africa and has average a GDP Growth rate of 8.23 percent from
2000 to 2013. Rwanda aspires to become a modern, strong and united nation, proud
of its fundamentals values, politically, economically and financially stable by year
2020. Gender equality is one of the pillars of this vision and is integrated a crosscutting issues in all development policies and strategies. The objective of this paper is
to analyze the various factors still affecting women entrepreneurship in Rwanda, and
to shed lights on the social-cultural changes and constraints of women entrepreneurs
in Rwanda. The paper addresses gender-specific problems and social marketing is
recommended with the objectives of improving environmental factors that affect
women entrepreneurship and decision making. The study highlights on the reforms
that Rwanda has launched to promote investment, such as the Strategic Investment
Plan (SIP) and Industrial Policy Review (IPR). The study also shows that women
entrepreneurs become catalysts for progress and change, creating ripple effects in
their families and their communities, and continue to reach new levels of change. The
experience of the Goldman Sachs Women Entrepreneurship graduates shows that
women are overcoming obstacles and transforming their lives, and that investing in
women leads to economic growth and job creation.
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Dr. Etienne Musonera, Stetson School of Business and Economics, Mercer University-Atlanta, 3001
Mercer University Drive, Atlanta, GA 30341. emusonera@gmail.com