Understanding the role of culture and gender stereotypes in women entrepreneurship through the lens of the stereotype threat theory

Abstract

Purpose This paper aims to explore the role of culture and gender stereotypes in the entrepreneurial journey of women entrepreneurs. It specifically focuses on women entrepreneurs in the Nabdam district of Ghana. Design/methodology/approach The study adopted the qualitative approach and collected data from 20 women entrepreneurs in the Nabdam district in the Upper East Region of Ghana. Data were collected through face-to-face in-depth interviews which were analysed according to identified themes. Findings The key finding of the study is that culture, through gender stereotypes, acts as a “push” motivational factor of women entrepreneurship and breeds more necessity-driven women entrepreneurs than opportunity-driven ones. However, gender stereotyping is found to be a bane to entrepreneurial success of several women-owned enterprises. Due to gender stereotypes, countless women entrepreneurs are sceptical about venturing into “unknown sector” sectors not familiar and operating larger businesses that are likely to yield more profits. Originality/value Currently, there is less research on entrepreneurship and culture/gender stereotypes until now in Ghana, and this study seeks to bridge this gap. The results are discussed linking what is pertaining in other economic landscapes, thus avoiding just national perspectives. This is the first known study conducted in the study area that looks at entrepreneurship through the lens of culture-gender stereotypes.

That’s why they didn’t let it go: exploring the roots of women entrepreneurs’ escalation of commitment

“…Additionally, although women and men entrepreneurs are heterogeneous in showing various kinds of decision-making biases and possess different decision policies (Shepherd, 2010) and mental models (Xu, 2011), there is neither any scrutiny of the role of gender in the genesis of entrepreneurial biases nor any robust studies on the biases of female entrepreneurs . In general, the previous researches have studied women entrepreneurs chiefly with regard to risk-taking (Sexton and Bowman-Upton, 1990), strategic decision-making (Sonfield et al, 2001), levels of life stress (Parasuraman and Simmers, 2001), self-efficacy and intentions (Wilson et al, 2007), funding methods , opportunity identification (DeTienne and Chandler, 2007), opportunity alertness and fear of failure (Langowitz and Minniti, 2007), the mental models of firm strategies (Xu, 2011), gender role identity (Leung, 2011), entrepreneurial intentions (Shinnar et al, 2012), small business borrowing (Wu and Chua, 2012), growth intentions (Davis and Shaver, 2012), perceived feasibility of establishing new businesses (Dabic et al, 2012), entrepreneurial selfefficacy (Dempsey and Jennings, 2014), the role of gender stereotypes (Adom and Anambane, 2019) and start-up intentions (Solesvik et al, 2019).…”

Assessment of the significance of factors affecting the growth of women entrepreneurs: study based on experience categorization

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Gendered Parenting influence on Children’s Socialization to Gender Stereotype in Marital life

“…The patriarchal facet of Indian society and culture provides males in the family the upper hand in decision making, breadwinning and shielding the family (Lippa et al, 2014). This inclination for masculinity imbue stark differences in gender roles and restricts women to domestic frontiers of home thereby focusing on building quality in relationship and family life (Adom & Anambane, 2019). These dual tenets of social perception of contrasting distribution of men and women into social roles have been considered fundamental to gender stereotypes (Hentschel et al, 2019).…”