전통적으로 기업가정신 연구는 여성창업가들이 여성성을 내재하고 있거나 수 동적으로 따른다고 가정했다. 이와 달리 우리 연구는 여성성이 전략적으로 연출될 수 있음을 밝히고, 연출 유형을 귀납적으로 이론화하고자 한다. 이를 위해, 생리혈 위생처리제품을 제조 및 판매하는 여성 기업 W스타트업(가칭)을 대상으로 15개월 간 에스노그라피 연구를 수행했다. 연구 결과, 여성창업가는 (i)직원관리형, (ii) 고객관계관리형, (iii) 제도대응형의 세 가지 유형 으로 여성성을 연출함을 알 수 있었다. 즉, 여성창업가는 신규 직원 관리를 위해 권위지양성, 관계지향성 등의 여성성을 연출하고, 타겟고객 마케팅을 위해 창업기업에 여성정체성을 부여 하고, 남성 중심 비공식적 제도에 대응하여 겸손 ž 순응 등의 여성성 고정관념을 의도적으로 표출할 수 있다. 이러한 발견은 여성-남성 창업가 간 성과를 비교하는 연구, 여성의 창업 의도 및 성과 등을 논의하는 연구 등에 이론적 시사점을 제시한다.

As the types of wedding ceremonies become diversified, and consumers’ needs become more selective, greater importance is given to wedding planners’ roles in the wedding industry, and consumers require differentiated types of wedding service. As a preliminary qualitative study in this field, an ethnographic study was conducted to identify factors valued by consumers when selecting a wedding planner in the wedding planner market, which has rapidly grown in recent years. An in-depth interview was performed with eight participants in terms of wedding planner utilization type and consumers’ understanding of wedding preparation with a wedding planner. The collected data were analyzed through taxonomy, component analysis and decision table analysis; for validation, professional wedding planners were asked to review the items valued by consumers in selecting a wedding planner. Four factors - expense characteristic, wedding planners, wedding consulting companies, and customer characteristics - were identified, along with eight sub-factors (capability, service attitude, technical communication, personal factors, wedding planner encounter paths, spouse’s satisfaction status, and companies). Out of these, price (within budget), wedding planners’ capability, wedding planners’ service attitude are expected to be meaningful in further research because they were found to be attributes commonly valued by every respondent. This study is significant in that it has made a new approach to understanding wedding planner selection attributes through ethnographic research and identified new wedding planner selection attributes.