여성창업가의 전략적 여성성 연출 유형에 관한 귀납적 에스노그라피 연구
An ethnographic study on the female entrepreneurs’strategic display of gender stereotype
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전통적으로 기업가정신 연구는 여성창업가들이 여성성을 내재하고 있거나 수동적으로 따른다고 가정했다. 이와 달리 우리 연구는 여성성이 전략적으로 연출될 수 있음을 밝히고, 연출 유형을 귀납적으로 이론화하고자 한다. 이를 위해, 생리혈 위생처리제품을 제조 및 판매하는 여성 기업 W스타트업(가칭)을 대상으로 15개월 간 에스노그라피 연구를 수행했다. 연구 결과, 여성창업가는 (i)직원관리형, (ii) 고객관계관리형, (iii) 제도대응형의 세 가지 유형으로 여성성을 연출함을 알 수 있었다. 즉, 여성창업가는 신규 직원 관리를 위해 권위지양성, 관계지향성 등의 여성성을 연출하고, 타겟고객 마케팅을 위해 창업기업에 여성정체성을 부여하고, 남성 중심 비공식적 제도에 대응하여 겸손 순응 등의 여성성 고정관념을 의도적으로 표출할 수 있다. 이러한 발견은 여성-남성 창업가 간 성과를 비교하는 연구, 여성의 창업 의도 및 성과 등을 논의하는 연구 등에 이론적 시사점을 제시한다.
Abstract
Entrepreneurship studies have largely viewed femininity as intrinsic to women entrepreneurs. Drawing on 15-month-long ethnographic research on W start-up(pseudonym) that produces and sells menstrual products, our work attempts to inductively conceptualize how women entrepreneurs strategically display gender stereotypes. Our findings reveal that women entrepreneurs could display gender stereotypes in a manner that facilitates (i) employee management; (ii) customer relationship management; and/or (iii) response to information institutions. Based on these findings, the implications for entrepreneurship studies are discussed.
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