A Research Agenda for Women and Entrepreneurship
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A Research Agenda for Women and Entrepreneurship

Identity Through Aspirations, Behaviors and Confidence

Edited by Patricia G. Greene and Candida G. Brush

Elgar Research Agendas outline the future of research in a given area. Leading scholars are given the space to explore their subject in provocative ways, and map out the potential directions of travel. They are relevant but also visionary. The editors map out a vision for research on women and entrepreneurship and using a contextual framework that includes aspiration, behavior and confidence. They delve into issues such as social identity, start-ups, crowdfunding and context to set a new foundation for future research on entrepreneurship and gender.
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Chapter 6: Feminist entrepreneurial identity: reproducing gender through founder decision-making

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.

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