Promoting a Contemporary Image of Entrepreneurial Careers: A Course Concept to Address Gender Role Stereotypes Through Entrepreneurship Education

Abstract

Students who seemingly do not fit the masculine ideal of an entrepreneur rarely consider entrepreneurship as a suitable career path due to a lack of identification and perceived feasibility. To challenge the masculinization of entrepreneurship, we drew from contemporary literature on gender role stereotypes to design a course that enables business and management educators to foster entrepreneurial aspirations among all genders. To that end, we introduce and evaluate a variety of pedagogical nudges that help raise awareness of and dismantle the stereotypical beliefs that deem masculine characteristics necessary to succeed in an entrepreneurial career. Results from 122 students and scientists who participated in the course show that these nudges, including the androgynous representation of entrepreneurship and the creation of safe spaces, help participants transform their views on who and what is involved in entrepreneurship. Our discussion underscores the importance of addressing gender role stereotypes in entrepreneurship education as a means to increase the pool of individuals who can identify with the role of a startup founder and to de-bias the allocation of resources in venture creation processes.