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This study aims to examine whether skilled female migrants can overcome gender constraints and social stigma attached to women’s service work in host societies.

Based on interviews with 40 women who moved from mainland China and entered Hong Kong’s cross-border insurance business, the study examines how highly educated young women negotiate gender expectations and mobilize social networks in doing business.

This study finds different strategies women used in mobilizing social networks and constructing gender identities: some relied heavily on the warm market – networks of their family, relatives and friends – in doing business and developed careers by performing dutiful daughters, considerate “nieces” and caring “sisters”; some women also relied on the warm market but their jobs were regarded as nonconventional, and they had to deal with suspicions of inappropriate and instrumental womanhood and tried to prove themselves and gain support in the warm market; some women relied mainly on the cold market – connections with strangers – and performed feminine affinity to expand client networks away from judgments of families and friends; and some other women chose to expand the cold market by cultivating a professional image among strangers.

The findings speak to previous research about women’s subordinate roles in migrant networks and their devalued femininity in service work by illustrating women’s diverse forms of agency in negotiating gender identities in the stratified service sectors.

The purpose of this chapter is to illuminate the importance and impact of Black women in higher education, specifically considering how they themselves and others engage with them regarding their intersectional identities. Through a Black Feminist Auto-ethnographic approach, the authors develop and articulate a reflexive praxis to reveal the hegemonic practices that Black women are subjected to at Historically White Institutions (HWIs). The authors, two Black women educators at HWIs, amplify the challenges Black women experience in academia by naming and describing their lived experiences in hopes of providing insights into the continued disparities that exist. In doing so, this chapter highlights how the authors dismantle systems to excel in their respective areas as educators. The authors center their identities as Black women to offer insight and perspectives on how they navigate experiences in academia.

This paper analyzes the differential experiences of women in the Canadian labour market who hold lower-skilled jobs and have school-age children during two waves of Covid compared with more typical conditions pre-pandemic. The article seeks to test the hypothesis that workers at the intersection of womanhood, motherhood and precarious employment would endure even more disadvantageous labour market outcomes during the Covid pandemic than they did prior to it.

We employ a Gender-Based Plus (GBA+) and intersectionality lens to examine the differential effect of Covid on the effect of the trifecta of being a woman in a lower-skilled job and facing a motherhood penalty from school-age children. We use a Difference-in-Difference framework with Canadian Labour Force Survey (LFS) data to examine the differential effect of two waves of Covid on three labour market outcomes: employment, hours worked and hourly wages.

We find that being a woman in a lower-skilled job with school-age children is associated with lower employment, hours worked and wages in normal times compared to males in those same situations. Such women also face the most severe adjustment consequence from the Covid shock, with that adjustment concentrated on the margin of employment and restricted to the First Wave and not the subsequent Omicron Wave.

The paper studies a specific intersectional group, assesses pre-pandemic, peak-pandemic and late-pandemic differences in labour market outcomes and runs separate estimations for different job skill levels. We also study a more comprehensive list of labour market outcomes than most studies of a similar nature.

After completion of the case study, the students will be able to illustrate issues in offline marketing and strategy for an in-store business, familiarize students with the challenges involved in the decision-making in integrating online and offline marketing strategies, evaluate the advantages and disadvantages of online and offline marketing and motivate students to apply marketing strategies to real-world business situations

Deepa Kumar, the founder of Yashram Lifestyle, had successfully built a niche brand with a strong online presence in the lingerie industry. Yashram Lifestyle was known for its innovative products and commitment to addressing the real-life vulnerabilities faced by women at different stages of life. With a vision to be a one-stop destination for all intimate and practical needs of women and girls, Yashram had introduced unique products such as period panties, starter bras, incontinence underwear and hygiene panties. On the contrary, Kumar acknowledged that offline marketing strategies, such as pop-up stores, collaborations with physical retailers and participation in industry events, could provide valuable insights into customer preferences, enhance brand visibility and foster direct customer engagement. Offline channels might also enable Yashram Lifestyle to better understand the market dynamics and further drive product innovation. However, owing to the associated costs, logistics and potential risks, Kumar was apprehensive about venturing into offline marketing. She wondered whether Yashram Lifestyle had the necessary assets and expertise to successfully scale up its operations while making these alternate decisions. Furthermore, she questioned herself whether offline marketing efforts would be worth the investment and whether they could lead to substantial growth and increased market share for Yashram Lifestyle.

The purpose of this case study is to provoke critical thought among undergraduate and postgraduate business and management students about Kumar’s potential course of action for Yashram Lifestyle to engage in offline marketing. It applies to the implementation of marketing strategy.

Teaching notes are available for educators only.

CSS 8: Marketing.

The aim of this study is to explore how women in Sri Lanka cultivate entrepreneurial personae to navigate the various gendered roles they situationally enact, as they attempt to secure legitimacy and acceptance and overcome their otherness. Drawing on Goffman's theorisation of symbolic interaction, this study investigates how gender informs the performance of entrepreneurship in Sri Lanka. In this way, the study engages with the challenges women in the Global South navigate while undertaking entrepreneurship, and it contributes to the critical entrepreneurship literature on the intertwined nature of gender and entrepreneurship.

Following feminist standpoint epistemology (FSE), this qualitative study focuses on women entrepreneurs in Sri Lanka by examining the performance of entrepreneurship through 44 life history interviews (LHIs) and 40 Field Observations conducted over a seven-month period.

The findings reveal that women carefully cultivate entrepreneurial personae by striking a balance between entrepreneurial ideals and patriarchal social expectations around womanhood. The findings of the study present how the entrepreneurial personae are constructed by way of appearance, mannerism and setting, which presents opportunities for future research to explore the dramaturgical aspect of gender and entrepreneurship.

This study contributes to the growing body of feminist research surrounding women entrepreneurs, by drawing on insights from the lived experiences of women entrepreneurs in the Global South. This study also expands Goffman's theorisation of audience segregation and shows that a subject's understanding of the audience shapes their personae. A further contribution of this research is how space becomes an extension of the personae at play.

This study aims to examine why women transition from wage work to self-employed entrepreneurship, the seemingly insecure and unruly economic sector compared with the stable iron rice bowl and the fancy spring rice jobs.

Based on in-depth interviews in Zhejiang, the entrepreneurial hotbed in coastal China, this study examines the experiences of self-employed female entrepreneurs who used to work in the iron rice bowl and the spring rice jobs and explores their nonconventional career transition and its gendered implications.

This study finds that these women quit their previous jobs to escape from gendered suppression in wage work where their femininity was stereotyped, devalued or disciplined. By working for themselves, these women embrace a rubber rice bowl that allows them to improvise different forms of femininity that are better rewarded and recognized.

The study contributes to studies on gender and work by framing femininity as a fluid rather than a fixed set of qualities and fills the research gap by illustrating women’s agency in reacting to gender expectations in certain workplaces. The study develops a new concept of rubber rice bowl to describe how entrepreneurship, a seemingly women-unfriendly sphere, attracts women by allowing them to comply with, resist, or improvise normative gender expectations.

Miller (2011) revisited his influential 1983 work on entrepreneurial orientation (EO) and remarked that its underlying drivers are fully open to debate, fresh scholarship and connection with new theories. Indeed, the genealogy of the EO construct is rarely questioned. We take a “making masculinity visible” approach, engaging with a lens of masculinity, precarious manhood theory (PMT) and double standards of competency, to define and test the masculine elements of EO in the setting of family business CEOs.

Using the 2019 Successful Transgenerational Entrepreneurship Project (STEP) dataset, a comprehensive database of family business chief executive officers (CEOs), we examined the construct of EO, in whole and in its masculine elements. Stepwise multiple regression method was used to test the hypotheses of this study. Control variables entered the equation first, followed by the variable of interest for this study.

We find differences by gender when EO is tested as a whole construct. Further in testing its masculine dimensions, we find that being male is significant to the elements of autonomy and competitive aggressiveness and that gender is not significant to risk-taking.

Although research on the widespread and influential EO continues to proliferate (Covin and Wales, 2019), there is not an understanding of its applicability across genders (Fellnhofer et al., 2016). It is possible that EO may not explain how women do business. Our study contributes to the understanding of between-gender differences in EO, and our findings suggest that the masculine elements of EO vary by gender.

In the binary sex-segregated space of professional sports, sex-gender diversity is met with suspicion, derision and exclusion. In the United States, along with widespread anti-trans policies at various societal levels, legislations and regulations are being pushed to limit or eliminate transgender athletes from competing in all levels of sports. However, little scholarship has considered the implications of the presence of nonbinary athletes, those who identify outside the spectrum of man and woman, beyond the conversation of a ‘third gender’ category in sport. In this chapter, I seek to examine how nonbinary athletes embody disobedience by challenging the binary categorization of sex-gender within professional sports. I explore the racialized embodiment of sex and gender in professional women's sports, specifically WNBA player Layshia Clarendon. I explore how disobedience is employed to incite resistance against the narrow sex-gender categories that are forced upon athletes. Finally, I argue that embodied disobedience provides a key pathway for nonbinary athletes to undermine the regulatory nature of sex-gender categorization in sport. Particularly, nonbinary athletes may seek medical and social forms of gender affirmation, while simultaneously embodying disobedience by continuing to actively participate in professional sports categories in which they may not neatly fit.

This qualitative study investigated the relationship between beauty standards and identity in the United States from the perspective of 20 self-identified millennial Black women. During semi-structured virtual interviews, participants defined Black, American, and millennial beauty standards distinctly. American beauty was associated with Eurocentrism and mainstream media representation. Interpretations of a millennial beauty standard were aligned with perceptions of the generation as tolerant and politically conscious. Black American beauty standards embraced the range of hair textures and skin tones present in the African diaspora. While participants were cognizant of the different beauty ideals present, their interaction with beauty standards was ambivalent. Interviewees found beauty knowledge accessible through social media. However, they remain confined to a restrictive beauty standard due to workplace expectations around professionalism. Participants negotiated where and when to express their intracultural beauty ideals but participated in the beauty industry through processes of learning how to care for their hair in its natural state. Even though they have autonomy and flexibility in expressing their cultural styles, personal and professional repercussions are still plausible. Future studies can expand on these findings by exploring perceptions of American beauty standards from a different generation, region, or identity.

While past research has explored how opting-out enables mothers to break free from masculinist organizational cultures, less attention has been given to how they resist disciplinary power that constitutes and governs their subjectivities. This paper aims to add to the discussion of opting-out as a site of power and resistance by proposing the concept of “constructive resistance” as a productive vantage point for investigating opted-out mothers' subversive practices of self-making.

This Malaysian case study brings together the notion of constructive resistance, critical narrative analysis and APPRAISAL theory to examine the reflective stories of eighteen mothers who exited formal employment. These accounts were collected through an open-ended questionnaire and semi-structured email interviews.

The mothers in the sample tend to construct themselves in two main ways, as (1) valuable mothers (capable, tireless, caring mothers who are key figures in their children's lives) and (2) competent professionals. These subjectivities are parasitic on gendered and neoliberal ideals but allow the mothers to undermine neoliberal capitalist work arrangements that were incongruent with their personal values and adversely impacted their well-being, as well as refuse organizational narratives that positioned them as “failed” workers.

Whereas power is primarily seen in previous opting-out scholarship as centralized and constraining, this case study illustrates how the lens of constructive resistance can be beneficial for examining opted-out mothers' struggles against a less direct form of power that governs through the production of truths and subjectivities.