An Examination of How Female Entrepreneurs in Zhejiang 
Province Implement Innovation Change and Diffusion in 
the New Media Industry in the 21st Century

Hui Zhong

doi:10.70711/memf.v2i5.6080

An Examination of How Female Entrepreneurs in Zhejiang Province Implement Innovation Change and Diffusion in the New Media Industry in the 21st Century

Hui Zhong

Abstract

Innovation transforms traditional business practices, with change management being critical for its success. This study investigates
the impact of new media technologies on the innovation performance of eight female entrepreneurs in Zhejiang Province, China. The findings
reveal that work-life balance, family role perception, and organizational change significantly influence innovation performance. New media
improves work-life balance and enhances family role cognition, while aligning organizational change with innovation leads to better outcomes. This study provides insights into female entrepreneurship, emphasizing the role of new media and organizational strategies in driving
innovation.

Keywords

Innovation management; Organizational management; Female entrepreneurs; Role of new media; Work-life balance; Family role identity; Entrepreneurial motivation; Self-identity

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DOI: http://dx.doi.org/10.70711/memf.v2i5.6080

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