Our understanding of the challenges women face in the startup ecosystem is limited. Past research has focused on overt negative sexist attitudes that question women’s competence and suitability for entrepreneurship. This view overlooks the existence of more subtle, yet pervasive and socially acceptable, sexist attitudes that often go unnoticed. Given the sheer number of people interested or working in startups today, from investors to suppliers to job applicants, the effects of these subtle forms of sexism can accumulate across a large and diverse group of decision-makers. For initiatives tackling gender inequality in entrepreneurship to be effective, we must gain a…
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