The entrepreneurial orientation of LGBT Brazilian start‐ups: Context and antecedents

Abstract

Understanding the context and the antecedents of the entrepreneurship of minorities have attracted the interest of researchers in recent years, even though few studies have focused on the Lesbian, Gay, Bisexual, Transvestite, Transsexual or Transgender (LGBT) minorities. In keeping with this shortcoming, the objectives of this study involve identifying the context and the antecedents of the entrepreneurial orientation (EO) of LGBT minority entrepreneurs through a qualitative study deploying semi‐structured interviews with six Brazilian entrepreneurs belonging to this minority community. A qualitative methodology was carried out based on the content analysis of interviews and its relationship with the theoretical framework. Based on the framework of theories on marginalization and individual entrepreneurial orientation (IEO), the results demonstrate that in most cases, this type of LGBT entrepreneur experiences discrimination in socio‐normative working environments, which may directly or indirectly shape their interests in entrepreneurship. The results also reflect how entrepreneurship becomes interconnected with a feeling of liberation felt by these individuals in openly declaring their sexuality and fostering the confidence capable of motivating them for entrepreneurship. This study furthermore identifies how the pursuit of success in this minority needs to apply a broader perspective than simply status or financial goals while also contributing with a proposed conceptual model and suggestions for future research studies.

A comparative study of minority entrepreneurship: entrepreneurial intention between LGBT versus traditional markets

“…markets focused on the LGBT audience). This result corroborates studies on LGBT minorities, as the perception or acceptance of people (family, friends, and colleagues) is considered a determining factor in career decision-making (Cavalcanti and Ferreira, 2022). This evidence suggests that the opinions and attitudes of people close to us, such as family, friends, and colleagues, can have a significant impact on the career choices we make.…”

“…Moreover, an LGBT market might face possible challenges, like prejudice or discrimination (Cavalcanti and Ferreira, 2022; Galloway, 2012). Alternatively, because it is a niche market, the dimension of the possibility of gains might be unclear (Cavalcanti and Ferreira, 2021).…”

“…The term “minority” is used to describe individuals who are not part of mainstream society and may face social, economic, or political disadvantages (Cavalcanti and Ferreira, 2022). The literature on minority entrepreneurship is broad and diverse.…”

“…Thus, several authors began to analyze the entrepreneurship of LGBT minorities, their motivations, and the socialization and inclusion components of these minorities through entrepreneurship (Edelman et al ., 2010; Germon et al ., 2019). These authors also examined the LGBT market behavior, its impacts, and the entrepreneurial potential of this minority (Cavalcanti and Ferreira, 2021, 2022; Cheng et al ., 2023).…”

“…In this context, minority entrepreneurship is relatively new, and the literature highlights gaps that new research could fill. First, and according to the literature, there is not enough information or evidence on LGBT minority entrepreneurship (Kidney et al ., 2024), particularly on entrepreneurial intention (EI) (Cavalcanti and Ferreira, 2021, 2022; Galloway, 2012). This gap in knowledge and understanding regarding LGBT entrepreneurship may lead individuals and entrepreneurs to perceive the LGBT community as a lucrative target for new businesses.…”