JENNIFER MARTIN: WE MUST ENCOURAGE MORE WOMEN INTO BOTH THE BUSINESS AND POLITICAL WORLDS

We spoke with Dr. Jennifer Waller Martin, Executive Director of the Executive MBA Programme at Cambridge Judge Business School, to hear her insights on women entrepreneurs.

In your view, where is the global business landscape heading? What key trends are emerging, and what issues should entrepreneurs focus on to better align their strategies for the future?
I think the key trend that we all face globally is the adaptation of AI and Technological Transformation. Most want to adopt advancements, but many do not know how or what technology advancements will benefit them. With a healthy level of scepticism, along with a high level of investment, both financial and time, desire will continue in this area, slower than is beneficial, but it’s the key opportunity. Secondly, particularly as we see temperatures fluctuate and become less predictable, it is crucial that organisations become responsible for tackling climate change, if we want to leave a world we are not only proud of for our children, but that can sustain them for the long term.

It is crucial we enable our political systems and industry regulatory bodies to ensure standards are set and organisations are held to account, so that we start having an impact on our carbon-negative environment. Could you also share your perspective on how we should shape the business environment—what kind of policies, legal frameworks, and support systems are essential to foster entrepreneurship and sustainable growth? Inclusive leadership policies and approaches are crucial for all businesses and society.

I truly believe that Inclusive leadership is a moral and a social need, but it’s also essential for businesses to gain a competitive advantage. Not only in talent recruitment and retention, but this is what shareholders want to see. Governments and businesses alike need to invest in their people, from all backgrounds, so they can fully reap the rewards of having a fully engaged society, which is both financially, creatively important and builds a much more resilient and thriving economy.

What is your view on women in business? In your opinion, how can women contribute to a country’s development?

For societies to advance, we must encourage more women into both the business and political worlds. Not only does having more people in the economy boost a country’s GDP, it also allows us to better know our customers, the needs of the population, and I truly believe in championing women in business because of their skill sets. Tokenism should never be considered, particularly when thinking of hiring women at the highest levels of the organisation, which is often were societies go wrong, with hard quotas, but to develop the new generation of female leaders, investment is needed at the grass roots and through businesses, we particularly talk about this when we discuss mentoring and allyships in our upcoming book: Inclusive Leadership, which is due to be published early 2026.

What policies or measures do you think are most effective in supporting and advancing women entrepreneurs globally?

In order to really move the needle, we need to ensure more women are invested in educationally, startupwise, and funded. Globally, female entrepreneurs are totally underrepresented at the beginning, and this is before the fact that only 2% of females get VC funding. We need to track and invest in our female entrepreneurs, not because they are women, but because we create a better system for measuring potential, investment, and growth. To do this, we may need to create more incubators and support systems and networks, but the end will be so beneficial for everyone.

Finally, we would love to hear your impressions of Mongolia and your thoughts on the role of Mongolian women in business.

So far, I have been so impressed by the kindness and thoughtfulness of Mongolian people. Everyone has been so genuine and kind. They honestly want to make sure we are having a fantastic stay and want to know what we think. I cannot wait to meet more Mongolian women at the WWEF Conference.