Constructing non-hegemonic entrepreneurial masculinity: the case of Black men doing entrepreneurship in a predominantly white context

Purpose The literature on entrepreneurial masculinity has primarily focused on how hegemonic masculinity is constructed and performed in entrepreneurship. Little is known about how non-hegemonic masculinity is performed by male entrepreneurs who do not fit the dominant and traditional form of masculinity in a specific context. Focusing on a cohort of Black male entrepreneurs who practised entrepreneurship in a predominantly white context, this paper explores how non-hegemonic entrepreneurial masculinity is constructed. Design/methodology/approach The study uses Interpretative Phenomenological Analysis (IPA) to analyse qualitative data collected through semi-structured interviews with nine Black male entrepreneurs living and doing business in the Northeast of England. Findings The study found that Black male entrepreneurs construct a distinct form of entrepreneurial masculinity by leveraging the identity of White women to construct a respectable entrepreneurial masculinity. The form of masculinity the men engaged in is theorised as transactional masculinity. This is enacted through relationships with White women which is seen as a symbol of respect and social acceptance, and as a “rite of passage” in entrepreneurship. The study presents a model of entrepreneurial masculinity to explain how transactional masculinity is constructed in relation to femininity and other forms of masculinity. Originality/value The study theorises how non-hegemonic entrepreneurial masculinity is enacted through the concept of transactional masculinity. It presents a model of entrepreneurial masculinity and gives voice to the experiences of male entrepreneurial actors with non-hegemonic masculinity.