Beyond stereotypes: The story of a single-woman entrepreneur in a patriarchal society

Abstract

Even after four decades of research on gender in entrepreneurship, studies continue to show that entrepreneurial activities are often associated with masculine traits. With the increasing number of single women globally and India being the most populous country in the world, I introduce the story of Ana, a single-woman entrepreneur in India who navigates a patriarchal entrepreneurial landscape. This article used the narrative inquiry lens to collect the data. The analysis showed three main themes: neoliberal masculinity, hegemonic masculinity, and desirable femininity. Masculinity traits served as a temporary cloak or mask to protect women from the adversities of patriarchal society. Analysis of Ana’s journey offers insight into the population often hidden from mainstream discourses. The article further urges fostering a more inclusive entrepreneurial landscape by urging policy makers and practitioners to implement safety measures, offer financial support, and provide cultural reforms for single women entrepreneurs to navigate a patriarchal society.