The twenty first century has seen the elevated extension of the world economy. As years progress changes have been inevitable as issues such as the financial crisis wreak havoc with economies. Following this, researchers are focusing their studies on how best to penetrate the current market and emerge unscathed despite the prevalent challenges.
It is from this point of view that Sayre and Silverstein (2009) sought to examine the place of women in today’s market. In their article they explore the predicament facing women and companies due to the latter’s failure to acknowledge the power women possess. Women are increasingly dominating the world’s market and as drivers of the world economy, they demand attention from product and service companies. Estimated to control almost $20trillion in annual consumer expenditure, they are a neglected consumer group resulting in hefty untapped opportunities