An exploration of the motivations and expectation gaps of mompreneurs
The purpose of this study is to explore the motivations and the nature and scope of the expectation gaps
experienced by mompreneurs. An exploratory, qualitative study involving semi-structured interviews with
20 mompreneurs was undertaken. The results of the analysis indicate that mompreneurs are motivated by
unique factors deemed “intrinsic” motivators. This exploratory research supports the existence of
entrepreneurial expectation gaps and highlights the need for these expectation gaps to be explicitly
considered in future entrepreneurial research. Limitations, applications for practice and theory and
directions for future research are also discussed.