ABSTRACT
Woman entrepreneurs are typically described as lacking, insufficient and ‘less’ in comparison to their male counterparts (Ahl & Marlow, 2012; Ahl, Berglund, Pettersson & Tillmar, 2016; Bruni, Gherardi & Poggio, 2004; Calás, Smircich & Bourne, 2009; Mirchandani, 1999; Ogbor, 2000). While individual male entrepreneurs are seen as ‘generic’, women entrepreneurs are positioned as less entrepreneurial, thus belonging to the group of non-entrepreneurs that are the antithesis of the entrepreneurial norm. Even if entrepreneurial traits are increasingly linked to everybody, underpinning the contemporaneous neoliberal subject, women are still positioned as needing help and support to be able to work on and release their entrepreneurial capability (Bröckling, 2005; Holmer Nadesan & Trethewey, 2000).
