Virtual entrepreneurs : Boundary spanning between the private and the public spheres in the entrepreneuring process

This article is located within the context of women entrepreneurs involved in the process of virtual enterprising. It examines the process of structure building as an embedding process from a constructivist perspective. The research aims to ask whether entrepreneurship is a boundless process embedded in family and firm at the same time and how they capitalized on structuring resources embedded in both. The paper adopts a women entrepreneurship perspective based on a meaning centred approach. The study revealed that building virtual embeddedness is contingent on the idiosyncratic circumstances of the private sphere of entrepreneurs and the specific dynamics of their Internet bound communication of values to their audience. Finally, the article focuses on the ways in which different women might accommodate or resist public sphere to the advantage of the private life style.