A case study of Female Invest and their use of events

Abstract

This research paper is a case study of the non-profit organisation Female Invest. The analysis is focused on the events made by Female Invest in order to understand why the events are a part of the Female Invest’s strategy to encourage more Danish women to invest. A mix of The Expectation Confirmation Theory, The Cognitive Social Learning Theory, The Entrepreneurship concept and The Experience Economy was used throughout the analysis to get in depth understanding of how and why Female Invest came about as well as how and why the way the organisation uses events as their main strategic tool. The paper will also analyse how 40 surveyed women perceive Female Invest and their events. The main data used in the analysis stem from an Expert Interview with the chairman and founder of Female Invest, Emma Due Bitz and an Online Individual Survey conducted on 40 randomly selected women.