A Jungian psychosocial approach to entrepreneurship: the case of woman entrepreneurs in Turkey

Purpose The relationship between feminine and masculine qualities is usually seen as a hierarchy and dichotomy, and what affects people’s choices of these qualities remain largely unanswered. Through this study, we aim to elucidate variations in women entrepreneurs’ entrepreneurial behaviour and definitions of success by using the Jungian psychosocial framework. Design/methodology/approach Through 28 semi-structured in-depth interviews, we investigated female entrepreneurs’ entrepreneurial behaviour in Turkey’s unique, non-western, developing-economy context, surrounded by mixed cultural values melding East and West. Findings In brief, we found that women entrepreneurs, being greatly affected by their psychosocial contexts, use different archetypal masculine and feminine qualities with various degrees during their entrepreneurial journeys. Thus, entrepreneurial behaviour results from deliberate choices of archetypal masculine and feminine qualities existing on a continuum and shaped by the specific psychosocial context of the individual entrepreneur. Moreover, the choices of different archetypal qualities play a significant motivational role in the construction of entrepreneurs’ definitions of success, which seems to align with the individuation phenomenon Jung described as the life purpose of every individual. Originality/value The Jungian framework we introduce to the field offers an alternative, yet comprehensive and enriching solution, to the problematic dichotomy of the qualities underlying entrepreneurship behaviour and offers a solid theoretical base in expanding the definition of success.