Self Entrepreneurship: A Cultural Analysis

Cultural values play an important role in the life of the woman. The values and beliefs shape behavior and, therefore, can also be assumed to influence the decision to become self-employed (Mueller and Thomas, 2000). Hofstede (2001) distinguishes between several cultural indicators, including power distance, individualism, masculinity, uncertainty avoidance and long-term versus short-term orientation. These dimensions, including power distance, individualism and uncertainty avoidance were studied in relation to entrepreneurship (Wennekers et al., 2002). Gender differences in entrepreneurial activity are well documented in the literature (Brush, 2007). Although in recent years the number of women entrepreneurs has increased dramatically (De

Stereotypical characteristics attributed to men and women in society affect the classification of the various professions as male or female, which tends to affect the aspiration and inclination of people towards these jobs (& Čejka Eagly, 1999). For example, men versus women, are assumed and tend to be more inclined to participate and excel in math and science, while women, compared to men, are more inclined towards the arts and languages (Nosek, Banaji & Greenwald, 2002).

In the organizational literature, the top management is regarded as a "manly business" while secretarial jobs are considered "women's work" (Heilman, 2001). These representations and evaluations of what is stereotypical "men's work and women's work" reflect and promote gender segregation in employment (Marlow & Carter, 2004). Thus, the professions dominated by members of both sexes are considered primarily male or female and success in these occupations is expected to require corresponding stereotypical characteristics. More often than not, the jobs carry with them the power, prestige and authority in a society are stereotyped as masculine (Marlow, Carter & Mirchandani 2004). While many women succeed in business, they are still limited by the gender values, norms and stereotypes in the environment in which they operate because of their reproductive role, they tend to be responsible for business and for most of the unpaid work in the household (household responsibilities such as cooking, cleaning and caring for children and other household members).