An exploration of Icelandic marketing entrepreneurs

Armannsdottir, G. ORCID: 0000-0001-5458-8434, Brindley, C., Foster, C. ORCID: 0000-0003-2462-5155 and Wheatley, D. ORCID: 0000-0002-6753-2867, 2014. An exploration of Icelandic marketing entrepreneurs. In: 2014 Diana International Research Conference, Stockholm, Sweden, June 2014.

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Little research have focused on women entrepreneurship in Iceland and yet it is often heralded as a beacon of gender equality (Pettersson, 2012; Achtenhagen and Tilmar, 2013; Smith-Hunter, 2013). The World Economic Forum (2013) identified Iceland as the country with the world's smallest gender gap. This small gender gap is not reflected in the entrepreneurship figures which show that only 8 percent of Icelandic women are classed as entrepreneurs (GEM, 2009) compared to 15 percent of men. Furthermore, Danson and Burnett (2013) posited that entrepreneurship in island environments is an under-researched area. It is therefore pertinent to explore what is happening in terms of women’s entrepreneurship in Iceland. The paper builds upon similar studies already undertaken in the UK and Europe (see Foster et al., 2011 and Wheatley et al, 2011) that have investigated the careers of marketing professionals through their life-courses. Marketing is considered to be a feminised industry in Iceland yet there is little knowledge about the careers these women have in the profession or why they decide to become self- employed. The findings showed the most often women became self-employed because of a trigger event and it seemed in most cases to be the financial crises in 2008.

Item Type: Conference contribution
Creators: Armannsdottir, G., Brindley, C., Foster, C. and Wheatley, D.
Date: 2014
Divisions: Schools > Nottingham Business School
Record created by: EPrints Services
Date Added: 09 Oct 2015 10:40
Last Modified: 09 Jun 2017 13:36

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