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Pandemic silver lining: how the COVID-19 pandemic helped women to beat the “gender stereotypes pandemic” in entrepreneurship

Haroon Muzaffar (Department of Management, Ankara Yildirim Beyazit University, Ankara, Turkey)

Gender in Management

ISSN: 1754-2413

Article publication date: 28 September 2022

Issue publication date: 3 February 2023

441

Abstract

Purpose

This study aims to explore how the COVID-induced exogenous shock changed the prevalent occupational gender stereotypes in entrepreneurship in urban Turkey and presented an opportunity to some Turkish women to start their own business. Furthermore, this study investigated how women entrepreneurs social networks helped them to clear the gendered hurdles that hindered their entrepreneurial endeavors in the times of COVID-19.

Design/methodology/approach

Highly personal topics like gender stereotypes are complex and nebulous, as is entrepreneurship as lived experience. Moreover, the COVID-induced crisis complicates the context further, which is why the addressal of questions about gendered stereotypes in the process of entrepreneurship, and the role of social networks in that process, warrants a qualitative research approach. Consequently, this study relied on in-depth semistructured interviews for investigating the studys research questions.

Findings

The findings suggest that research participants used the COVID-induced crisis conditions as an opportunity to beat the existing occupational gender stereotyping in entrepreneurship in the context of urban Turkey that opened a window of opportunity for the women participants to enter into entrepreneurship. In addition, social networks significantly helped the women entrepreneurs to acquire resources, and provided the leverage needed to clear the gendered hurdles that hindered the womens entrepreneurial endeavors.

Originality/value

To the best of the author’s knowledge, this study is among the first that generates insights into occupational gender stereotyping in entrepreneurship within the context of a developing country in the times of COVID-19 crisis. Hence, this study can help to understand the broader implications of the crisis like COVID-19 for gender-related beliefs and attitudes toward women entrepreneurship within the context of developing countries.

Keywords

Citation

Muzaffar, H. (2023), "Pandemic silver lining: how the COVID-19 pandemic helped women to beat the “gender stereotypes pandemic” in entrepreneurship", Gender in Management, Vol. 38 No. 1, pp. 76-92. https://doi.org/10.1108/GM-10-2021-0316

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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