We analyse a process of female social entrepreneurship involving the establishment of a new enterprise within a cultural environment traditionally regarded as hostile towards this form of female endeavour. Our argument relates to the process of how social entrepreneurial endeavour can displace the strong bond of conventionality epitomised by a dominant discourse, driven by a bypassed shame reaction to the withdrawal of interactional deference. In doing this we adopt an overtly constructionist approach to analyse the process of entrepreneurship in terms of a discursive struggle that challenges the status quo and operates at the boundaries of convention and received wisdom.
Proceedings of Regional Frontiers of Entrepreneurship Research 2009: 6th International Australian Graduate School of Entrepreneurship (AGSE) Entrepreneurship Research Exchange, Adelaide, South Australia, Australia, 03-06 February 2009 / L. Murray Gillin (ed.),