The gendered art of the pitch: How entrepreneurs’ gender identity in roadshows affects financing performance
研究分析了482个路演视频，发现创业者展示的男性气质和女性气质都有助于融资，但男性气质作用更强；平衡的性别身份不如不平衡有效；女性创业者会削弱双性化策略的效果。
Drawing on social gender perspectives and self-presentation theory, our study examines entrepreneurs’ gender identity-based presentation strategies and their influence on financing performance by analyzing 482 roadshow videos from SOSV-supported accelerators. The findings illustrated that: (1) Both masculinity and femininity aid entrepreneurs in accessing finance, but masculinity has a stronger impact; (2) Unbalanced gender identities presentations are more funding-effective than balanced ones; (3) Androgynous—high masculinity and high femininity—lead to more funding than undifferentiated—low masculinity and low femininity; (4) Masculine—high masculinity and low femininity—outperforms feminine—low masculinity and high femininity for financing; (5) Women entrepreneurs weaken the positive effect of androgynous and masculine strategies; (6) Having more women on the team enhances the androgynous strategy’s effect. Our study enhances the understanding of how to effectively pitch from a gendered perspective by illustrating four types of entrepreneurs’ gender identities in roadshows and their implications.