A nudge in the right direction? Gender-informed support by female business-incubation managers for female STEM-entrepreneurs

Abstract

ABSTRACT This article critically analyzes the influence of gendered ascriptions and assumptions upon support offered by female business incubation (BI) managers to female STEM entrepreneurs. We draw upon the concept of nudges to illustrate how female managers guide female clients to behave, so as to navigate gendered challenges during the investment-readiness (IR) process. Using an interpretive ontology and social constructionist feminist epistemology, we draw upon in-depth, semi-structured interviews with female BI managers and female STEM entrepreneur clients. The findings illustrate that the gendered BI context encourages gender-aware managers to nudge clients towards behaviours congruent with prevailing masculinized norms, navigating rather than challenging gender-bias, to secure investment.