Gender and Entrepreneurship: An Ethnographic Approach / Edition 1

by Attila Bruni, Silvia Gherardi, Barbara Poggio

Overview

Entrepreneurship can be read as a cultural and economic phenomenon. In recent times, gender has become an increasing influence on entrepreneurship. This groundbreaking new study considers both gender and entrepreneurship as symbolic forms, looking at their diverse patterns and social representation. Presenting an ethnographic study of the gender structuring of entrepreneurship, this work employs three strategies:
A critical survey of gender studies which argues that entrepreneurship is a cultural model of masculinity that obstructs the expression of other models;
'Reflexive' ethnographic observation conducted in five small firms which describes how business cultures are 'gendered' and how gender is the product of a social practice;
An analysis of how discursive and narrative practices in business cultures constitute gender and entrepreneurship.

Product Details

ISBN-13:	9780415352284
Publisher:	Taylor & Francis
Publication date:	12/16/2004
Series:	Routledge Studies in Management, Organizations and Society
Pages:	240
Product dimensions:	6.12(w) x 9.19(h) x (d)

About the Author

Attila Bruni is lecturer of Sociology of Organization/Organizational Ethnography at Venice University, Italy.
Silvia Gherardi is Professor of Sociology of Organization at the University of Trento.
Barbara Poggio is Lecturer of Sociology of Organization at the University of Siena.

Table of Contents

INTRODUCTION: Gender and entrepreneurship as entwined practices CHAPTER ONE: How a gender approach to entrepreneurship differs from the study of women entrepreneurs
1.1 Entrepreneur-mentality
1.2 Women entrepreneurs: the victims of gendered research practices
1.3 Feminist organizations and the women's standpoint
1.4 Can we do differently?
CHAPTER TWO: Gender as a social practice, entrepreneurship as a form of masculinity: a theoretical framework
2.1 Gender: a situated performance in the intersections between bodies, discourses and practices
2.2 Making masculinity (in)visible
2.3 The symbolics of masculinities: entrepreneurship as a form of masculinity
Conclusions
CHAPTER THREE: Doing and saying gender: a methodological framework
3.1 Reflexive ethnography: from the 'red notebook' to the 'toolbox'
3.2 The research context, data collection and data analysis
Conclusions
CHAPTER FOUR: Company ethnographies: the gendering of entrepreneurship and the enterprising of gender
4.1 Asie Welders
4.2 Asie Welders: an anti-heroic story
4.3 Erba Shirts
4.4 Erba Shirts: an ordinary case of entrepreneurship
4.5 Frau Kitchens
4.6 Frau Kitches: a matter of honour?
4.7 Le
Cò Fashion
4.8 Le
Cò: between tradition and innovation
4.9 Atlantis Magazine
4.10 Atlantis: does heterosexuality matter?
Conclusions
CHAPTER FIVE: Gender and entrepreneurship as discursive practice
5.1 The 'ingredients' of entrepreneurship: risk, money, innovation and gender neutrality
5.2 Constructing gender through risk, money and innovation
5.3 A 'normal' woman entrepreneur?
5.4 Narrating entrepreneurship and gender
Conclusions
CHAPTER SIX: 'Doing family' while doing gender and business: concluding remarks
Appendix: Ethnography of practices and ethnographic practice
References