Gendered identity: Narratives from behind the entrepreneurial pitch

Linh Duong, Malin Brännback and Wilhelm Barner-Rasmussen

Journal of Small Business Management, 2025, vol. 63, issue 5, 2131-2158

Abstract: In this study, we explore how actors co-construct, claim, and recognize the gendered entrepreneurial identity during backstage pitching practice, an understudied early stage of the entrepreneurial journey. A thematic narrative analysis of 18 interviews with nascent entrepreneurs, pitching coaches, and accelerator program organizers captures their understanding of the ideal entrepreneur figure, who is expected to exude confidence while also embodying a caring, humane side. We identify three themes, each consisting of two opposing narratives illustrating how gender is embedded in the process of claiming and granting entrepreneurial identity. By showing how both nascent and experienced entrepreneurial actors follow various practices to present a bold, charismatic founder, our study reveals the strong, intertwined relationship between gender and identity. Additionally, the study uncovers various gendered pitching practices, such as comparing women to men or encouraging women to be more confident, which entrepreneurial actors apply to claim or recognize the gendered identity.

Date: 2025
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DOI: 10.1080/00472778.2024.2420207

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