An interactional framing approach to the design and delivery of export support for women entrepreneurs

Abstract

Drawing on the theory of interactional framing, this study explores the institutional mechanisms shaping export support for women entrepreneurs. Focusing on Scotland, we adopt a qualitative single-case study design, based on semi-structured interviews with 35 participants, including enterprise agencies, support organisations, and women entrepreneurs (exporters and non-exporters) and by analysing policy documents. Our findings analyse two dominant frames: a gender-neutral frame assuming one-size-fits-all support and a gender-sensitive frame addressing women’s specific needs. We theorise how these frames are constructed and sustained through framing work and identify four mechanisms that show how frames are institutionalised: maintaining frame dominance, institutional distancing, frame plurality, and internal reframing. This research contributes to the women’s enterprise policy literature by showing the micro-level dynamics that act to shape enterprise support delivery. It also offers practical insights into how more inclusive institutions can be facilitated by bridging dominant and gender-sensitive frames, thus helping to reduce systemic barriers and enhance women’s access to global markets.