'Mirror, mirror on the wall, am I fitting for this role?' : an investigation of self-image and other gender-related factors among female entrepreneurs

Abstract

Entrepreneurship is considered to be the engine of economic growth. In recent years, the European Union has increased its focus on entrepreneurship, encouraging more people to start their own business, placing particular emphasis on women. Despite these initiatives the level of female entrepreneurship in Europe is still low and lower still in Malta. This dissertation investigates how self-image and local cultural background affect female entrepreneurs. A qualitative method of inquiry was utilized. Semi-structured personal interviews were conducted with 10 female entrepreneurs who were either owners or co-owners of their enterprise. Analysis of the interviews provides evidence that female entrepreneurial success depends largely upon having a positive self-image; the mental picture of oneself that is usually impermeable to change. It is a vital element that permeates through several other success factors, all contributing towards enhancing female participation in entrepreneurship. The one factor that was found in this study to most likely have an impact upon a female's self-identity is the experience of motherhood. This study concluded that while self-image is a crucial pre-requisite to a female entrepreneur's success, other factors including family support, adequate social networking, time management and the exterior environment are all important in determining entrepreneurial success.