The potential tensions within the employment of impression management tactics by women entrepreneurs when seeking funding from men business angels in the Dutch context. Fixing the system, not fixing women.

Abstract

Research problem - This thesis explores the potential paradoxes or tensions in the use of impression management by women entrepreneurs when pitching to men business angels in order to receive funding. Objectives - The aim of this study is to explore potential paradoxes or tensions between how women entrepreneurs experience the effects of using certain impression management tactics and what men business angels say they value in entrepreneurial pitches. Methods - This study employs a qualitative approach to gain a deeper understanding of how women entrepreneurs experience using specific impression management tactics, and how men business angels perceive these tactics. Accordingly, seven women entrepreneurs and seven men business angels were interviewed. Results - The findings are organised around the three most important impression management techniques used by entrepreneurs during early interactions with stakeholders. By quoting and interpreting key interview data, the study reveals tensions and paradoxes in how women entrepreneurs apply these techniques when pitching for funding from men business angels. Conclusion - this study finds that several impression management techniques used by women entrepreneurs involve tensions or paradoxes, some of which are related to gender