The Uniform Entrepreneur : Making Gender Visible in Social Enterprise. / Kravets, Olga; Preece, Chloe; Maclaran, Pauline.

In: Journal of Macromarketing, 08.06.2020, p. 1-14.

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The Uniform Entrepreneur : Making Gender Visible in Social Enterprise. / Kravets, Olga; Preece, Chloe; Maclaran, Pauline.

In: Journal of Macromarketing, 08.06.2020, p. 1-14.

Research output: Contribution to journalArticlepeer-review

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@article{8b3402ad0aed470d8d5cc76b8a1ba9b3,
title = "The Uniform Entrepreneur: Making Gender Visible in Social Enterprise",
abstract = "This paper extends the macromarketing debates on gender by considering how gender ideology acts as a macro-level constraint to developing sustainable initiatives. While the macromarketing literature has long considered the significance of social enterprise and nonprofits, gender has not been theorized within these studies. In redressing this gap we examine the case of the Uniform Project, spearheaded by disaffected advertising executive and enthusiastic social entrepreneur, Sheena Matheiken. Our critical interrogation of the project shows that Matheiken{\textquoteright}s path to becoming entrepreneurial “woman of the year” reinforces a gendered model of social entrepreneurship. We also expose the role of media and the forums designed to encourage social innovations in gendering, thus stifling, a social enterprise. We reaffirm the importance of theorizing gender ideology in macromarketing and submit that any such theorization must recognize and account for the ways that gender intersects with neoliberal ideology to permeate markets, marketing and social enterprise.",
keywords = "Gender, Entrepreneurship, Social enterprise, Neoliberal responsibilization, Visibility, Fashion",
author = "Olga Kravets and Chloe Preece and Pauline Maclaran",
year = "2020",
month = jun,
day = "8",
doi = "10.1177/0276146720930331",
language = "English",
pages = "1--14",
journal = "Journal of Macromarketing",
issn = "0276-1467",
publisher = "SAGE Publications Inc.",

}

RIS

TY - JOUR

T1 - The Uniform Entrepreneur

T2 - Making Gender Visible in Social Enterprise

AU - Kravets, Olga

AU - Preece, Chloe

AU - Maclaran, Pauline

PY - 2020/6/8

Y1 - 2020/6/8

N2 - This paper extends the macromarketing debates on gender by considering how gender ideology acts as a macro-level constraint to developing sustainable initiatives. While the macromarketing literature has long considered the significance of social enterprise and nonprofits, gender has not been theorized within these studies. In redressing this gap we examine the case of the Uniform Project, spearheaded by disaffected advertising executive and enthusiastic social entrepreneur, Sheena Matheiken. Our critical interrogation of the project shows that Matheiken’s path to becoming entrepreneurial “woman of the year” reinforces a gendered model of social entrepreneurship. We also expose the role of media and the forums designed to encourage social innovations in gendering, thus stifling, a social enterprise. We reaffirm the importance of theorizing gender ideology in macromarketing and submit that any such theorization must recognize and account for the ways that gender intersects with neoliberal ideology to permeate markets, marketing and social enterprise.

AB - This paper extends the macromarketing debates on gender by considering how gender ideology acts as a macro-level constraint to developing sustainable initiatives. While the macromarketing literature has long considered the significance of social enterprise and nonprofits, gender has not been theorized within these studies. In redressing this gap we examine the case of the Uniform Project, spearheaded by disaffected advertising executive and enthusiastic social entrepreneur, Sheena Matheiken. Our critical interrogation of the project shows that Matheiken’s path to becoming entrepreneurial “woman of the year” reinforces a gendered model of social entrepreneurship. We also expose the role of media and the forums designed to encourage social innovations in gendering, thus stifling, a social enterprise. We reaffirm the importance of theorizing gender ideology in macromarketing and submit that any such theorization must recognize and account for the ways that gender intersects with neoliberal ideology to permeate markets, marketing and social enterprise.

KW - Gender

KW - Entrepreneurship

KW - Social enterprise

KW - Neoliberal responsibilization

KW - Visibility

KW - Fashion

U2 - 10.1177/0276146720930331

DO - 10.1177/0276146720930331

M3 - Article

SP - 1

EP - 14

JO - Journal of Macromarketing

JF - Journal of Macromarketing

SN - 0276-1467

ER -