The WISE-GROW Model: Behavioral Predictors of Enterprise Diversification among Rural Women Entrepreneurs

Abstract

This study explores the behavioral factors that drive enterprise diversification among rural women entrepreneurs in the Ramnagar block of Uttarakhand using the WISE-GROW Model. The primary objective is to understand how individual behavioral characteristics shape growth-oriented decisions in micro and small enterprises operating in rural settings. For this purpose, primary data were gathered from 160 women entrepreneurs through a structured questionnaire. The responses were analyzed using binary logistic regression to examine the influence of startup initiative, prior business experience, peer influence, and opportunity awareness on the likelihood of enterprise diversification. The results show that startup initiative plays a significant and positive role in promoting diversification, indicating that women who independently establish their ventures are more inclined to expand into additional business activities. On the other hand, prior business experience is found to have a significant negative effect, suggesting that experienced entrepreneurs may prefer stability over expansion. Although peer influence and opportunity awareness demonstrate positive associations with diversification, their effects are not statistically significant. The study is limited to a specific geographic area and focuses only on behavioral variables, which restricts wider generalization. Despite this, it offers meaningful implications for policy and practice. Entrepreneurship development initiatives should focus on strengthening behavioral competencies such as initiative-taking, confidence building, and opportunity recognition among rural women. Overall, the study contributes to understanding how behavioral drivers influence enterprise diversification and validates the WISE-GROW Model as a useful framework in the rural entrepreneurship context.