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Franchising for women beats entrepreneurship

Earlier this week we discussed the advantages of franchising versus entrepreneurship. We’d like to continue this discussion, just from a different angle. A leading American university has conducted a very insightful study on the effect of gender stereotypes in molding entrepreneurial opportunities, and the study supports our feeling that franchising offers women (and men) the best path to successful business ownership.

Baylor University’s Entrepreneurship Theory and Practice Journal published a paper called “The Role of Gender Stereotypes in Perceptions of Entrepreneurs and Intentions to Become an Entrepreneur”. Four researchers collaborated on the study which aimed to find out how gender perceptions are thrust into the field of entrepreneurship and shape the opportunities available for men and women.

This highly academic study found that a majority of entrepreneurs see entrepreneurship as a masculine profession mastered by people who possess typically male attributes like aggressiveness and independence. Because of the huge gap between men and women as entrepreneurs across the world, the authors of the study present the hypothesis that entrepreneurship is essentially a masculine field.

Their findings are certainly notable. The authors find that a majority of both sexes see entrepreneurship as a masculine field and those who found themselves to be more masculine had higher entrepreneurial intentions.  They also found that women, but not men, find entrepreneurship to possess both masculine and feminine traits.

There are some interesting implications to this study. For one, while many women might aspire to be the next Martha Stewart, the perception that the world of entrepreneurship is a male domain may hinder their ability to get financial backing or capital, especially from other men. While many women have broken through the glass ceiling, this study shows that many gender stereotypes continue to linger.

That said, for women who want to own their own business, a franchise offers a very convenient way to cut through the stereotypes and the bias. If you can cover the franchise fee, the keys to the business will be yours and it will be your work ethic and your drive that will determine the success of your business, not your gender. There are a number of franchisors that are outwardly seeking women. If you’d like to learn about franchise opportunities for women, Franchise Direct is an invaluable resource on this and all matters pertaining to franchising.

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