Purpose: This study furthers the body of knowledge on entrepreneurial decision-making, entrepreneurial marketing and female entrepreneurs by exploring practical implications of heuristics and biases in female entrepreneurs’ marketing decisions. Heuristics and biases influence many...

Purpose: Although heuristics and biases seal the fate of entrepreneurial enterprises by directly influencing entrepreneurs’ decisions, previous studies have ignored the role of gender in this regard by considering female and male entrepreneurs homogeneous in their susceptibility to heuristics...