ABSTRACT
This chapter critically explores the alleged complementarities of the debates. It suggests that rather than revealing new opportunities, the alleged postfeminist woman business owner, by virtue of gendered ascriptions and constraints, will find her entrepreneurial activities subject to contextualised discriminatory assumptions, biases and challenges. The chapter focuses on governmental policy initiatives focused upon encouraging and supporting women's business ownership and acknowledges the importance of context in shaping theory and practice. It draws upon two differing contexts to explore the nuanced influence of gendered ascriptions upon entrepreneurial activity—those of the United Kingdom and Sweden. The chapter introduces analytical framing by outlining dimensions of postfeminism; this is followed by an exploration of the Swedish and UK context. It then considers the implications of these arguments and concludes by questioning the capacity of entrepreneurship to fuel a postfeminist future whereby women can claim new pathways to personal emancipation.
