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Navigating Norms and Institutions: How Moroccan Women Leverage Networks and Skills in Entrepreneurship
Abstract
This chapter investigates how Moroccan female entrepreneurs from different social-class backgrounds mobilize social and human capital to navigate the cultural and institutional barriers that shape their ventures. Anchored in the institution-based view, the authors employ a multiple-case qualitative design, by conducting life-story interviews with 13 Moroccan female entrepreneurs selected through stratified purposive sampling to represent combinations of social-capital width and human-capital depth. Results reveal that formal, pro-entrepreneurship policies are frequently undermined by implicit informal norms. We further identify two recurring strategic patterns: “resistant” women, who seek to establish legitimacy within their family circles through tangible performance and familial endorsements, and “adaptive” women, who regulate their interaction in public arenas, employing mechanisms such as tailored appearance, dual phone numbers, or bringing male companions, to mitigate entrenched gendered barriers.
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