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

Understanding the role of culture and gender stereotypes in women entrepreneurship through the... 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/approachThe 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.FindingsThe 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/valueCurrently, 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Entrepreneurship in Emerging Economies Emerald Publishing

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

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2053-4604
DOI
10.1108/jeee-07-2018-0070
Publisher site
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Abstract

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/approachThe 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.FindingsThe 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/valueCurrently, 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.

Journal

Journal of Entrepreneurship in Emerging Economies – Emerald Publishing

Published: Jan 17, 2020

Keywords: Culture; Ghana; Sub-Saharan Africa; Women entrepreneurship; Female entrepreneurship; Gender stereotypes

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