This study examines how spousal collaboration and caregiving routines help women entrepreneurs recognize market opportunities and refine their value propositions.

The objective was to explain how family-embedded resources strengthen sensing capability. The study used interviews and secondary evidence from nine women-owned SMEs.

The findings show that practical, cognitive, and emotional spousal support improves entrepreneurs’ ability to interpret market changes. Caregiving experiences also reveal customer problems and unmet needs, supporting the development of business, customer, and social value.

Status: Completed
Research design: Qualitative multiple-case study
Geographic focus: Ethiopia
Key areas: Women’s entrepreneurship, caregiving, spousal collaboration, sensing capability, and value proposition development