Evaluation of new business ideas: Do gender stereotypes play a role?

Evaluation of new business ideas is an important topic in management research and practice. Studies indicate that evaluation of business ideas often are influenced by perceptions and cognitive biases. This study examines the role of gender stereotypes in evaluation of male-and female-typed new business ideas. Specifically, it investigates how modern sexism and stereotype activation interact to influence men and women’s evaluation of male-and female-typed new venture ideas. Using an experimental design to collect data from young men and women, it is found that, under certain conditions, gender stereotypes can influence evaluations of male-and female-typed venture ideas, even when the ventures are similar in all other respects. Research contributions and practical implications are discussed.

Read More
X
X