Abstract
This research investigates how women entrepreneurs navigate socially embedded gender assumptions to achieve success in both for-profit and nonprofit sectors, focusing on their identity crafting and self-presentation strategies and exploring differences in needs fulfilment. The research employs self-determination theory (SDT) and interpretative phenomenology to qualitatively investigate interviews with female entrepreneurs to track their experiences, examining identity construction, gender challenges, and breakthrough innovation. A systematic coding process reveals themes of gendered assumptions, identity, and innovation, juxtaposed with the pillars of autonomy, competence, and relatedness, ultimately aiming to understand the unique barriers and innovative strategies for women entrepreneurs. The interviews reveal their struggles against gendered assumptions, efforts to assert identity, use of innovation, and alignment with SDT's psychological needs. They emphasise challenges, the importance of authenticity, and innovation's role in challenging biases while highlighting how autonomy, competence, and relatedness needs are fulfilled. Overall, the interviews offer insights into women's entrepreneurial experiences and strategies for success. This research explores female entrepreneurship as a distinct domain, shedding light on the nuanced variations in autonomy, competence, and relatedness needs fulfilment. By emphasising the necessity for customised support structures and inclusive environments, the study offers a fresh perspective on empowering women entrepreneurs, adding depth to our understanding of gender dynamics in entrepreneurship and underscoring the importance of tailored interventions.