Mumpreneurs’ decision-making when facing uncertainty and competing goals

Purpose: This study examines the decision-making processes and coping mechanisms of mumpreneurs (entrepreneurs who are mothers) as they navigate complex environments characterized by uncertainty and competing goals that are heightened by their circumstances and marginalization. Design/methodology/approach: In-depth interviews were conducted with 26 female entrepreneurs in the United Kingdom who are raising young children. Findings: The research develops a new framework based on regulatory focus theory. It uncovers multiple layers of uncertainty facing mumpreneurs, including traditional business-focused uncertainties such as global crises, market volatility, and financial risks, but including uncertainties derived from the challenge of balancing business growth with family responsibilities. Despite these complexities, mumpreneurs pursue multiple competing goals related to their businesses, families, and societal contributions. The study identifies four key coping and decision-making mechanisms employed by mumpreneurs in complex environments: intuition, adaptability, confidence, and a dynamic interplay between promotion and prevention regulatory focus. Originality/value: This study contributes to entrepreneurship literature by providing a nuanced understanding of how mumpreneurs are required to navigate uncertainty and competing demands and the key coping and decision-making mechanisms they use to achieve this. It challenges the binary view of regulatory focus theory and offers insights into the unique stress dynamics experienced by mother entrepreneurs. The findings underscore the need for tailored support systems, including coaching and mentoring programs for mumpreneurs with young children. Moreover, the research highlights the importance of policy interventions, such as increased childcare subsidies, to support parental entrepreneurship and advance gender equality goals.