Masquerade of power: women entrepreneurs reshaping gender norms in Kazakhstan's male-dominated sectors

Purpose: This study aims to examine how women entrepreneurs in Kazakhstan's male-dominated sectors utilize the concept of positionality to navigate and redefine gender norms, focusing on their engagement with entrepreneurial masculinities and femininities. It explores the transformative potential of their strategic actions on gender dynamics within the entrepreneurial ecosystem. Design/methodology/approach: Employing qualitative research through 27 in-depth interviews, this study adopts constructivist grounded theory to delve into how women entrepreneurs interact with gender norms within their entrepreneurial context. This approach highlights the dynamic interplay between gender norms and the strategies employed by women entrepreneurs to navigate these challenges. Findings: The findings reveal that women entrepreneurs actively employ and navigate entrepreneurial masculinities and femininities as strategies to challenge traditional gender roles. Their approaches vary from conforming to, challenging and creatively redefining the gendered expectations encountered in their entrepreneurial journey. This demonstrates their agency in reshaping gender norms and contributing to the diversity of gender performances within the domain of entrepreneurship. Research limitations/implications: While focused on Kazakhstan, the study's findings suggest broader implications for understanding gender dynamics in entrepreneurship across different cultural contexts. Future research could extend this inquiry to varied sociocultural settings, employing post-structuralist and ethnographic methodologies to further explore the performance of gender roles and the negotiation of belonging in entrepreneurial contexts. Originality/value: By foregrounding the concept of positionality, this study enriches the dialogue on gender dynamics within entrepreneurship, offering fresh perspectives on the agency of women entrepreneurs in male-dominated sectors. It illustrates how gender identities and performances are not fixed but are actively constructed and negotiated, contributing to the evolving landscape of entrepreneurial masculinities and femininities.