Journal of Technology Innovation (기술혁신연구)

Korea Society for Innovation Managemetn & Economics (기술경영경제학회)
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An ethnographic study on the female entrepreneurs'strategic display of gender stereotype

여성창업가의 전략적 여성성 연출 유형에 관한 귀납적 에스노그라피 연구

  • 박서영 (연구개발특구진흥재단 글로벌기술확산팀) ;
  • 박현규 (서강대학교 기술경영전문대학원)
  • Received : 2023.10.12
  • Accepted : 2024.03.04
  • Published : 2024.11.30
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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.

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.

Keywords

Acknowledgement

이 논문은 정부(과학기술정보통신부)의 재원으로 한국연구재단의 지원을 받아 수행된 연구(No. RS-2022-00166351)와 정부(산업통상자원부)의 재원으로 한국산업기술진흥원의 지원을 받아 수행된 연구(P0012783, 산업전문인력역량강화사업)임.

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