The myth of underperformance and experiences of self employed Women in Wales: A Business Life History Approach

This chapter draws on qualitative primary research conducted into the business life histories of female entrepreneurs in Wales. It counteracts the discourse in more traditional extant literature which emphasises women’s “underperformance” in self employment. This is a perspective which does not stem from female entrepreneurs themselves and has contributed little to explaining the persistent gender gap in self employment. Indeed, it may have been detrimental in relation to women establishing credibility in this field and perpetuates the assumption of entrepreneurship as an unviable career option for women and girls. Using direct quotes and excerpts from business life histories, this paper reveals the participant’s own interpretations of their experiences and social circumstances in which their business has developed in relation to the four points above. This goes some way in “busting” the myth of underperformance in female entrepreneurship and allows greater understanding of what female entrepreneurs actually do rather than where they are perceived to underperform.