engleski

Gender stereotypes in entrepreneurship process: Evidence from the Croatian ICT industry

Set within the context of the Croatian ICT industry, this paper explores the presence of gender stereotypes in entrepreneurship process and the rule of masculine and feminine values in shaping women’s entrepreneurial strategies. The study represents a qualitative research by using an interpretative phenomenological inquiry. The primary data were collected through indepth interviews with seven women entrepreneurs/managers. After empirical material preparation the data were analyzed by using the techniques of open and axial coding. The results show that the Croatian ICT sector is characterized by negative industry-related gender stereotypes, while on the other hand, the responders do not perceive presence of negative entrepreneurship-related gender stereotypes as such. This type of gender stereotypes can evoke feelings of admiration for a woman at the head of the company in a male-dominated industry. The research also suggests that the business strategies of women entrepreneurs are shaped under the influence of both feminine and masculine values. Feminine values (such as caring for others, warmth, compassion, and meticulousness) increase the perceived self-efficacy of women entrepreneurs in customer relationship, employee management, and administrative business operations. Identified masculine values in women (such as self-confidence, ambition, and leadership) enable them to realize traditional entrepreneurial roles. At the same time, the potential weaker expression of masculine values in some women entrepreneurs is successfully compensated through the participation of a male business partner in the management structure of the company.

women’s entrepreneurship, gender stereotypes, masculinity, femininity, Croatian ICT industry

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