Impact of emotional neutrality on business decision making among the women entrepreneurs - A case study

Abstract

             Women Entrepreneurs are pivotal for our economic expansion and our future growth. They must be amply enabled with entrepreneurial traits and skills for adapting to changes in trends, facing the challenges in the market, to sustain and excelling in their space. One of those key traits needed is decision making which is an integral part of business operations and management. These decisions, be it simple or complex may not necessarily be rational all the time as there may be behavioural biases either cognitive or emotional which lead to a sub-optimal choice of the best.