Abstract:
This paper uses socio feminist and dynamic capability theory to explain attributes of women
who own growing enterprises in Moshi municipality. Multiple case study design was used to
produce detailed descriptions of the attributes of growth-oriented women entrepreneurs. A
total of10 women (case) were purposely sampled. Data were collected using questionnaires,
and key informant interview. A qualitative analysis approach was used to investigate the
attributes of growth- oriented women entrepreneurs. The study concludes that socio feminist
and dynamic capability theory can explain the attribute of growth -oriented women
entrepreneurs. Further, results suggest that growth-oriented women entrepreneurs’ brand
themselves into business through networking behaviour, integration, flexibility and adaptive,
benchmarking and desire for growth. In this view, it can be concluded that the growth
orientation of women entrepreneurs in Moshi Municipality is positively influenced by their
personal characteristics; their motivations; firm attributes; management practices; and a strong
female identity in the venture, It is recommended that for women entrepreneurs to grow and
sustain their business they need to share and invest personal responsibilities in themselves to
build their own brand so as to reach their career aspiration and bridge the gaps which limit
other women success in the business
