The Effects of Entrepreneur Characteristics and Gender-Based Management and Communication Styles from an Internal Marketing Perspective, Within Both a Small and Large Business Environment

The similarities and differences in management and communication styles of male and female entrepreneurs are considered because the authors felt that these might interact with recognized entrepreneurial behavior and hence impact on the working life of employees and the performance of business enterprises. This is done through an extensive literature search and a study of empirical research, one a study within archetypal small businesses and one within a small business unit of a large organization.The relationship of gender differences on entrepreneurial characteristics and the resultant impact on the success or otherwise of business enterprises is looked at in great depth. A management process (internal marketing) framework is then discussed in relationship to these gender and entrepreneurial characteristics and the conclusion is drawn that adopting such a management process is more likely to be attractive to female entrepreneurs and less so to the male entrepreneur.