Gender, affective labor and the family-run business in Thailand during the COVID-19 pandemic

Purpose This study examines how Thai female entrepreneurs utilized affective labor which typically encompasses care and emotional management to navigate the dual demands of business and family during the COVID-19 crisis. By highlighting the essential role of care work in both business resilience and familial well-being, the research challenges traditional views of entrepreneurship and offers new insights into the relationship between gender, affective labor and crisis management, showing how these overlooked resources supported entrepreneurial survival in times of crisis. Design/methodology/approach Qualitative interviews were conducted with 51 entrepreneurs in Thailand, emphasizing the traditionally “feminized” aspect of affective labor. The study utilized two interview phases to capture evolving perceptions and experiences, with data coded using grounded theory methods. Findings Affective labor emerged as a crucial asset, enabling female entrepreneurs in family-run businesses to exhibit remarkable resilience during the COVID-19 crisis. Despite challenges, these entrepreneurs adeptly adjusted business practices and personal lives, transforming affective labor from an obstacle to an asset. Research limitations/implications Limitations include interview process distractions, challenges in disclosures from single/divorced participants and complexities in responses from entrepreneurs with multiple businesses. Practical implications Recognizing and leveraging affective labor can enhance the resilience of female entrepreneurs in family-run businesses during crises. Policymakers, business leaders and support organizations can employ these insights to develop targeted support mechanisms for women navigating challenges posed by events like the COVID-19 pandemic. Originality/value This study challenges normative assumptions by positioning affective labor as a critical asset for female entrepreneurs in family-run businesses during crises. The exclusive focus on female participants provides a unique perspective, contributing valuable insights to the literature on entrepreneurship, crisis management and the dynamics of gendered labor within family-run business contexts.