Abstract:
This study sought to establish the influence of Entrepreneurial Orientation on the Performance of Women Owned Enterprises in Kenya. The independent variable of the study was Entrepreneurial Orientation and the dependent variable was Performance of Women Owned Enterprises. The study was conducted in the four (4) Sub Counties of Embu County. The study employed a Cross-Sectional Descriptive Research Design also known as statistical research and the population was sampled through stratified random sampling. Structured questionnaires and observation schedules were used to collect data. Data gathered was analyzed and presented using descriptive statistics, processed by Microsoft SPSS Version 20.0 and presented using graphs, pie charts, tables and percentages. The study reviewed literature on the dependent and the independent variables of the study Results of this study indicated that, Entrepreneurial Orientation had a positive relationship and played a major role on the Performance of Enterprises as evidenced by the increase in market share and cash flow stability in the business. The need for Continuous Learning among women entrepreneurs and creation of Conducive Business Environment was recommended to enhance Business Performance.
