Purpose

The purpose of this study is to examine how women entrepreneurs are building embeddedness into male-gendered fields and how they are creating embedding in such fields in practice.

Design/methodology/approach

The qualitative methodology and three indicative case stories within gastronomic industry are illustrated and analysed.

Findings

The contribution of this study lies in the examination of the multifaceted embedding building process from dis-embedded, marginalised and suppressed position by women entrepreneurs. This was achieved with the help of building embedding through two strategies: sameness, that is, becoming one of the boys and then becoming a challenger, thereby enhancing their professional position.

Research limitations/implications

The study is subject to limitations; a small sample is not suited for the generalizability of results. The most important implication of this study is the identification of the process of building embeddedness as the most critical resource for women’s entrepreneurship that should be supported by the scholarly and business community.

Originality/value

The theoretical framework developed for this study laid the foundation for developing literature on the embeddedness of women’s entrepreneurship and how the process of creating embedding becomes instrumental in business ownership.