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The effect of womenʻs gender-role orientation (GRO) on their entrepreneurship remains under-researched. Using a survey conducted with Chinese women entrepreneurs, this study examined the effect of different GRO types on new venture performance through the mediating role of organizational legitimacy. The results revealed that women entrepreneurs with an androgynous GRO have higher new venture performance than others. Additionally, organizational legitimacy played a mediating role in the relationship between women entrepreneursʻ GROs and their new venture performance. When obtaining investments, the level of organizational legitimacy is significantly higher for androgynous GRO women entrepreneurs than that of feminine, masculine, or undifferentiated GROs women entrepreneurs. These findings both theoretically and practically contribute to the extant literature on women entrepreneurs.

asia pacific business review

Effect of women entrepreneurs’ gender-role orientation on new venture performance in China: the role of organizational legitimacy and obtaining investments