C
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OMEN
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NTREPRENEURS
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five factors have led to socially constructed perceptions and expecta-
tions held by both men and women that effectively raise the bar for
women in their race for success.
17
Parents
Parents have a strong impact on gender roles through what they say
and the examples they set. In particular, they influence the appropriate-
ness of certain careers and business opportunities. If parents infer that
boys are better at managing money, negotiating, or taking chances, and
girls are better off being compliant, nurturing, and domestic, these
inferences might suggest traditional gender roles. Over time, boys will
feel more capable with money, negotiation, and risk taking, and girls
will feel less capable in these ...