Climbing the Alpha Ladder: Can Women Thrive in Tech's Male-Dominated Arena?

Abstract

This research explores how female entrepreneurs in the male-dominated IT sector engage in impression management techniques to gain legitimacy. Through semi-structured interviews with ten female entrepreneurs, the study examines the distinct challenges they face, including sexism, implicit biases, and underestimation of their skills. The findings reveal that these women employ various impression management strategies, such as ingratiation, selfpromotion, and exemplification, to navigate their professional environments. Additionally, the study highlights the importance of overpreparation, networks, and mentorship in building credibility. Despite these efforts, achieving true legitimacy remains a challenge due to entrenched gender biases. This study contributes to the literature on female entrepreneurship by providing a nuanced understanding of the strategies employed by women to overcome gender-based obstacles. It underscores the necessity of systemic changes to support female entrepreneurs and promote gender equity in male-dominated industries.