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This study examines the strategic responses of Chinese female business owners to perceived operational barriers, integrating insights from the Resource-Based View, Signaling Theory, Institutional Theory, and Social Role Theory. Data from the World Bank Enterprise Survey (conducted in China in 2012; the sample comprises 2,700 firms from diverse China’s industries) was analyzed with advanced path modeling techniques. All statistical analyses were conducted using R (version 4.0.2) and SPSS 29. The R packages lavaan and semTools were utilized for implementing Structural Equation Model (SEM) techniques. How female ownership influences diversification strategies was investigated with the mediation effect of business environment barriers and the moderation effect of international certifications. It is revealed that female entrepreneurs are more likely to pursue international diversification due to heightened perceptions of business environment barriers. Perceived regulatory barriers are positively related to product diversification, while perceived business environment barriers are positively related to international diversification. Female business owners perceive operational barriers, particularly business environment challenges, as more significant than their male counterparts, mediating the relationship between female ownership and international diversification. Furthermore, international certifications, while associated with international diversification, attenuate the positive effect of female ownership on international diversification. These insights inform policies aimed at reducing domestic barriers and enhancing access to international markets for female entrepreneurs. Support mechanisms, such as accessible international certifications, can mitigate gender gaps in domestic markets and facilitate global opportunities for female business owners.

This study endeavors to reconcile the limited, mixed findings related to entrepreneurship and corporate social responsibility in the family firm context. Specifically, the relationships between entrepreneurial orientation (EO), sustainable investments in environmental and societal initiatives, and the interaction of EO and sustainable investments with family firm performance are evaluated. Data were collected through in-person interviews of 151 top managers of automobile and motorcycle dealerships. Secondary data were collected from ReferenceUSA to confirm the veracity of the primary performance data. Multiple linear regression models were used to evaluate the hypothesized relationships. The results indicate family firms realize higher performance with an EO by being proactive, innovative, and risk-taking. Moreover, sustainable investments are associated with higher family firm performance by either increasing revenues or decreasing costs. EO does not significantly accentuate the positive relationship between sustainable investments and performance. The observed interaction was contrary to expectations with EO acting as a substitute for sustainable investments; firms with an EO use a variety of initiatives, including but not limited to society and the environment, to improve performance. These findings advance the family business literature on entrepreneurship and corporate social responsibility theory by establishing EO and socially responsible, sustainable investments as antecedents of family firm performance while also analyzing the EO-sustainable investment interaction.