Breaking the Male Norm of Success: How Women Entrepreneurs Benefit from Femininity

Abstract

The majority of research on women entrepreneurs has focused on the problems and difficulties they face, but largely ignores the possibility of entrepreneurial advantages. The purpose of this conceptual paper is to examine whether and how femininity is advantageous to women entrepreneurs. The paper argues that there are several feminine characteristics, such as passion, affection, sensitivity to the needs of others, and understanding, which are beneficial to entrepreneurial activities. Then, the stereotype boost theory (Shih, Pittinsky, & Ambady, 1999) and relative gratification theory (Martin, 1981) are applied to explore any positive impact of femininity on entrepreneurial intentions. Several propositions and a conceptual model are offered to explain how the attribution of feminine characteristics to entrepreneurship can positively impact venture creation and the venture growth intentions of women entrepreneurs through the mediating effects of relative gratification. In addition, the moderating role of o...