Failed and not ashamed: Destigmatizing failure in startup entrepreneurship

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Volume Title

School of Business | Master's thesis

Date

2024

Major/Subject

Mcode

Degree programme

Marketing

Language

en

Pages

33

Series

Abstract

Even though most startups fail, startup entrepreneurs continue to experience stigmas related to their failures. Yet, despite the recent growth of literature on entrepreneurial failure, the research on removing failure stigma remains scant. This thesis aims to fill this research gap by studying how startup entrepreneurs destigmatize failure. Eleven startup entrepreneurs were interviewed for the purpose of this thesis, all of whom have gone through a failure of some kind. Based on the results of a thematic analysis, I suggest that startup entrepreneurs destigmatize failure by attaching different positive or neutral meanings to it. The themes identified are: 1) Failure as a natural part of startup entrepreneurship, 2) Failure as a badge of honour, and 3) Failure as the price of an entrepreneurial way of life. The findings show that failure is not only viewed as a mandatory part of being an entrepreneur, but as something to be proud of. Entrepreneurs who openly share about their failures are considered brave, and fellow entrepreneurs are eager to absorb their learnings through public talks and mentorships.

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Thesis advisor

Mikkonen, Ilona

Keywords

failure, startup entrepreneurship, stigma, destigmatization

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