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In business, women are traditionally at a disadvantage when seeking financing for business start-ups. Yet a new study by Johnson et al (2018) suggests that women have the advantage when it comes to crowd-funded start-ups. The research suggests that women are stereotypically seen as more trustworthy than men which influences the amateur investors’ willingness to invest.
Original research: https://doi.org/10.1016/j.jbusvent.2018.04.003