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Striving for balance: women entrepreneurs in Brazil, their multiple gendered roles and Covid-19

Sukanya Ayatakshi-Endow (Department of Marketing Strategy and Innovation, Bournemouth University, Poole, UK)
Jiselle Steele (Social Starters, Barcelona, Spain)

International Journal of Gender and Entrepreneurship

ISSN: 1756-6266

Article publication date: 17 May 2021

Issue publication date: 17 August 2021




This paper aims to explore how women entrepreneurs in Brazil are managing their businesses and gendered role expectations at home in the context of Covid-19. Using the lenses of business-family interface theoretical construct, the paper seeks to explain how women are navigating the business and family commitments in the pandemic context.


This paper adopts the interpretivist approach using Gioia methodology and 13 individual semi-structured interviews with women entrepreneurs in Rio De Janeiro, Brazil.


The findings demonstrate that women implement numerous strategies including reliance on social relationships within the family, and externally, to manage the home-business expectations. The findings also reveal entrepreneurial resilience and adaptability in the face of a crisis that marks how women entrepreneurs navigate challenges in their entrepreneurial journeys.


This paper contributes to the gender and entrepreneurship literature by giving greater visibility to women entrepreneurs in developing society in the context of the pandemic. This paper also demonstrates how negotiating gender roles can empower women entrepreneurs to challenge gendered norms.



Ayatakshi-Endow, S. and Steele, J. (2021), "Striving for balance: women entrepreneurs in Brazil, their multiple gendered roles and Covid-19", International Journal of Gender and Entrepreneurship, Vol. 13 No. 2, pp. 121-141.



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