Understanding the role of culture and gender stereotypes in women entrepreneurship through the lens of the stereotype threat theory

Abstract

Purpose This paper aims to explore the role of culture and gender stereotypes in the entrepreneurial journey of women entrepreneurs. It specifically focuses on women entrepreneurs in the Nabdam district of Ghana. Design/methodology/approach The study adopted the qualitative approach and collected data from 20 women entrepreneurs in the Nabdam district in the Upper East Region of Ghana. Data were collected through face-to-face in-depth interviews which were analysed according to identified themes. Findings The key finding of the study is that culture, through gender stereotypes, acts as a “push” motivational factor of women entrepreneurship and breeds more necessity-driven women entrepreneurs than opportunity-driven ones. However, gender stereotyping is found to be a bane to entrepreneurial success of several women-owned enterprises. Due to gender stereotypes, countless women entrepreneurs are sceptical about venturing into “unknown sector” sectors not familiar and operating larger businesses that are likely to yield more profits. Originality/value Currently, there is less research on entrepreneurship and culture/gender stereotypes until now in Ghana, and this study seeks to bridge this gap. The results are discussed linking what is pertaining in other economic landscapes, thus avoiding just national perspectives. This is the first known study conducted in the study area that looks at entrepreneurship through the lens of culture-gender stereotypes.