Experiences of black African women entrepreneurs in the South African male-dominated entrepreneurial environments

Abstract

In the current study, we examined how culture, gendered roles, and societal expectations shape South African black African women’s entrepreneurial experiences in male dominated entrepreneurial environments. Utilising a life story technique approach, we interviewed 12 Black African women entrepreneurs regarding their experiences in diverse South African male-dominated sectors. Overall, these women perceived three themes to characterise their experiences in a male-dominated entrepreneurial environment: (i) societal identities and challenges; (ii) entrepreneurship-life balance; and (iii) the support mechanisms. The women said to experience slow entry into the male dominated sectors due to patriarchy, culture blockages, and having to continuously upskill. However, the negotiation strategies and support mechanisms were suggested by the participants to benefit their businesses.

Keywords:

• African culture
• black African women entrepreneurs
• identity
• patriarchy
• renegotiation of gendered roles