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Catherine Elliott and Barbara Orser

Building on identity and feminist theory, this chapter examines the association among feminist values, feminist entrepreneurial identity (FEI) and decision-making. Empirical observations were based on 15 semi-structured interviews and an interpretive analysis was conducted. Several themes emerged: FEI was expressed through decision-making about resource acquisition (alliances and networking with like-minded partners) and market positioning (feminist branding). Feminist entrepreneurs reported making strategic compromises to reconcile business objectives and feminist values. A conceptual model to highlight the study findings is then presented. This chapter offers insights into the gendered nature of the venture creation process, and specifically the association among FEI and founder decision-making. The work further refines an emerging praxis: entrepreneurial feminism (Orser and Elliott, 2015). In so doing, the research extends the understanding of how female entrepreneurs negotiate meaning and express feminist values through entrepreneurial decision-making and action.