Sex business in the toy store: A narrative analysis of a teaching case

This article is a narrative analysis of an entrepreneurship case performed from a post-structuralist feminist perspective. Acknowledging the social construction of reality, gender is conceptualized as performed rather than as an essential quality attached to male and female bodies. The analysis finds that the case reproduces discriminatory gender relations. While using such cases in entrepreneurship training may teach pragmatic lessons, they also teach women that there is no place for them in business. Suggestions for improvement include cases with female protagonists, gender-inclusive language, stories that challenge received entrepreneurship ideas, and the introduction of narrative analysis to enrich students' learning opportunities.