Slam of Masculine Society on a Women Entrepreneur with the Mediating Role of Social Norms

Abstract

Previous studies investigate the difficulties that are faced by women in their workplace. Aim of this paper is to understand the impact of masculine society as a whole on women entrepreneurs with the mediating role of social norms.Interviews were conducted among 10 women entrepreneurs that run their business in different sectors in Southern Punjab, Pakistan. Data was gathered through criterion-sampling techniques. Data was analyzed through personal interpretations. Limitation of this paper includes sample size of this paper is too short because of unavailability of women entrepreneurs in southern Punjab next research must be done to increase the sample size.Findings of this paper revealed that many societal factors strongly influenced the effectiveness of business women in the society, but these previous culture gradually changing as women understand the protection laws in favor of them.