Golshan Javadian, Maria Figueroa-Armijos, Vishal K. Gupta, M. Modarresi, Crystal Dobratz
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引用次数: 1
Abstract
PurposeDoes gender stereotype endorsement play a role in the customer's cognitive evaluation of new ventures owned by women entrepreneurs? The authors’ cross-cultural study integrates literature on gender stereotype endorsement and cognitive legitimacy to address this research question.Design/methodology/approachThe authors use a two-study experimental design and analyze our results by cultural context to test our hypotheses: one drawn from college students in Iran and one from working professionals in the United States.FindingsThe authors’ comparative results suggest that the evaluation of feminine versus masculine characteristics of women entrepreneurs varies depending on the evaluator's (in this case the customer's) endorsement of gender stereotypes and the cultural context. Specifically, the authors found that a new venture owned by a woman entrepreneur who displays feminine characteristics is perceived as more legitimate when the customer endorses feminine stereotypes, regardless of the country.Research limitations/implicationsThe authors’ research contributes to the literature on cognitive legitimacy and women's entrepreneurship by unveiling the cultural conditions and factors that allow women entrepreneurs to benefit from acting in a stereotypically feminine way. The authors use a binary approach to gender. Future research should extend our findings to also include a non-binary approach.Originality/valueThis study contributes to women's entrepreneurship research by unraveling the implications of gender stereotype endorsement, legitimacy and culture in customer evaluation of ventures owned by women.
期刊介绍:
Launched in 2009, the International Journal of Gender and Entrepreneurship (IJGE) aims to facilitate the natural evolution of the field of gender and entrepreneurship by drawing together the very best research contributions from around the world. The journal seeks to: -Provide a dedicated publication outlet for high calibre, international research of interest to scholars, entrepreneurs and policy makers in the field of gender and entrepreneurship -Offer a unique perspective on the practice of gender and entrepreneurship by including sections dedicated to practitioner and policy content -Support a more consistent global approach to the presentation of research in the field -Platform the work of dynamic young researchers and those who are in a position to offer new perspectives on this particular research area -Enable those active in the area as researchers, educators, trainers, practitioners, support personnel and policy makers to keep up to date with the field on an international level. The coverage of the journal includes, but is not limited to: Entrepreneurship, Female/Women’s entrepreneurship , Business, Management, Strategy, Gender, Economics, Internationalization, Marketing.