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SAN DIEGO, CA -- Women may still make less than men -- but they are quickly emerging as the dominant force in the economy.
Maria Trakas Pourteymour looks over every detail of her four Luna Grill restaurants. Pourteymour grew up in the restaurant business and said women haven't always been taken seriously.
"As a woman you definitely have to work harder to hear your voice heard," she said.
But that's changing not only from 30 years ago when her family was in the business.
"Definitely in the last nine, 10 years there has been a big change," Pourteymour said.
"Women are becoming the dominant force in the economy," said George Belch, SDSU marketing professor.
He said that the influence of women in today's economy is so profound it has its own name: Sheconomy.
'Sheconomy' basically refers to the emergence of women as the dominant force of the economy.
–- George Belch
"Well, sheconomy basically refers to the emergence of women as the dominant force of the economy," Belch said.
Today, women outnumber men on most college campuses and are equal to men in the workforce. In fact, studies show that women could soon make up a greater percentage of white-collar professionals.
"We are moving from a manufacturing economy to more of a service and a management economy. And as we move there women are better trained to take on those particular positions," Belch said.
This sheconomy is becoming so widespread that some people are actually concerned that men might be left behind.
"Young men aren't as motivated, there not working as hard. They're not going to college at the same rate that women are and we are just seeing this fundamental shift," Belch said.
This shift could make its way from the board rooms to the restaurants.
"Realizing they are a force not only in a consumer standpoint, but in a managerial standpoint and as an owner and operator," said Pourteymour.