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Shattering the status quo: women in cannabis entrepreneurship

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Shattering the status quo: women in cannabis entrepreneurship

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Content Shattering the Status Quo: Women in Cannabis Entrepreneurship
Cheryl Tracy Moore
Rossier School of Education
University of Southern California
A dissertation presented to the faculty
in partial fulfillment of the requirements for the degree of
Doctor of Education
August 2024

© Copyright by Cheryl Tracy Moore 2024
All Rights Reserved

The Committee for Cheryl Tracy Moore certifies the approval of this Dissertation
Jenny Zapf
Monique Claire Datta
Douglas Eugene Lynch, Committee Chair
Rossier School of Education
University of Southern California
2024

iv
Abstract
This dissertation, titled Shattering the Status Quo: Women in Cannabis Entrepreneurship,
explores the experiences of women entrepreneurs in the cannabis industry. Despite growing
legalization and increasing cultural acceptance of cannabis, women remain underrepresented in
leadership and ownership roles within the industry. The purpose of this study was to identify the
factors that enable some women to overcome the obstacles that have traditionally limited their
success in the industry and to examine the impact of their success on the broader cannabis
ecosystem. Using qualitative research methods, including interviews with women entrepreneurs
in the cannabis industry, this study finds that women who have been successful in the industry
tend to have a number of characteristics in common, including resilience, creativity, and an
ability to build strong networks. Additionally, the study finds that the success of women
entrepreneurs has significant positive effects on the industry, including increased innovation,
better social responsibility practices, and improved consumer experiences. Overall, this
dissertation contributes to a growing body of research on gender and entrepreneurship and sheds
light on the unique challenges and opportunities faced by women in the emerging cannabis
industry. By highlighting the experiences of women who have broken through the “grass
ceiling,” this study offers important insights into how to promote more significant gender equity
and inclusivity in the industry, and in entrepreneurship more broadly.
Keywords: cannabis industry, women entrepreneurs, entrepreneurship, gender equality

v
Dedication
To all the women entrepreneurs who have broken through the “grass ceiling” in the cannabis
industry. Your hard work, determination, and resilience in the face of significant obstacles have
inspired me to pursue this research and to advocate for greater gender equity and inclusivity in
the industry.

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Acknowledgments
I extend my heartfelt gratitude to all those who stood by me during the creation of this
dissertation, Shattering the Status Quo: Women in Cannabis Entrepreneurship. This journey has
been arduous, and I am immensely grateful for the support and encouragement of numerous
individuals.
First and foremost, I am indebted to my husband, Arthur, and my beloved daughter,
Vanessia, whose belief in me propelled me forward through the challenges of this academic
pursuit. Their constant support has served as a beacon of inspiration throughout this lengthy and
often demanding process.
I am deeply appreciative of my dissertation committee—Dr. Jenny Zapf, Dr. Monique
Datta, and Dr. Doug Lynch—for their invaluable guidance, feedback, and encouragement. Their
expertise and insights shaped this research into its finest form, and I am profoundly grateful for
their dedication to this project.
To the women entrepreneurs in the cannabis industry who graciously shared their time
and wisdom with me, you have my heartfelt thanks. Your stories and perspectives were pivotal in
enhancing my understanding of the opportunities and obstacles encountered by women in this
domain.
Lastly, I express my gratitude to the broader academic community for fostering my
growth and development as a researcher. Engaging with fellow scholars and practitioners
through conferences, seminars, and networking events has been enriching, and I am honored to
be a part of this esteemed community.

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Table of Contents
Abstract.......................................................................................................................................... iv
Dedication....................................................................................................................................... v
Acknowledgments.......................................................................................................................... vi
List of Tables .................................................................................................................................. x
List of Figures................................................................................................................................ xi
List of Abbreviations .................................................................................................................... xii
Chapter One: Overview of the Study.............................................................................................. 1
Context and Background of the Problem............................................................................ 2
Purpose of the Study ......................................................................................................... 10
Research Questions........................................................................................................... 12
Importance of the Study.................................................................................................... 12
Theoretical Framework and Methodology........................................................................ 14
Organization of Study....................................................................................................... 15
Definition of Terms........................................................................................................... 16
Chapter Two: Review of the Literature ........................................................................................ 18
Background....................................................................................................................... 21
History............................................................................................................................... 24
Women, Entrepreneurship, and Cannabis......................................................................... 25
Current Industry Trends.................................................................................................... 30
Cannabis and Controversy on War on Drugs ................................................................... 32
Challenges Faced by Women Cannabis Entrepreneurs in California............................... 33
Barriers to Women in Cannabis Entrepreneurship ........................................................... 37
Opportunities for Female Entrepreneurs........................................................................... 43
Theoretical Framework..................................................................................................... 43

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Conclusion ........................................................................................................................ 46
Chapter Three: Methodology........................................................................................................ 48
The Research Questions.................................................................................................... 49
Overview of the Design .................................................................................................... 51
Research Setting................................................................................................................ 52
The Researcher.................................................................................................................. 52
Data Sources ..................................................................................................................... 53
The Participants ................................................................................................................ 56
Instrumentation ................................................................................................................. 66
Data Collection Procedures............................................................................................... 67
Data Analysis.................................................................................................................... 68
Validity and Reliability..................................................................................................... 73
Ethics................................................................................................................................. 73
Limitations........................................................................................................................ 75
Delimitations..................................................................................................................... 76
Summary........................................................................................................................... 76
Chapter Four: Findings................................................................................................................. 78
The Participants ................................................................................................................ 79
Themes.............................................................................................................................. 79
Chapter Five: Recommendations.................................................................................................. 91
Recommendation 1: Embrace Purpose-Driven Entrepreneurship .................................... 91
Recommendation 2: Learn From Resilience..................................................................... 91
Recommendation 3: Celebrate Diversity and Authenticity .............................................. 93
Recommendation 4: Emphasize Community-Building and Mentorship.......................... 94
Recommendation 5: Address Gender Imbalances and Regulatory Complexity............... 95

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Recommendation 6: Recognize Intersectionality ............................................................. 96
Recommendation 7: Foster Collaborative Competition and Knowledge
Exchange........................................................................................................................... 97
Recommendations for Future Research............................................................................ 98
Conclusion ...................................................................................................................... 101
References................................................................................................................................... 103
Appendix A: Qualitative Interview Protocol .............................................................................. 123
Appendix B: Interview Questions............................................................................................... 124

x
List of Tables
Table 1. Participants 1–8 Demographic Information.................................................................... 57
Table 2. Participants 9–12 Demographic Information.................................................................. 58
Table 3. Themes by Research Question........................................................................................ 80

xi
List of Figures
Figure 1. The Phenomenological Concept.................................................................................... 46

xii
List of Abbreviations
CDTFA California Department of Tax and Fee Administration
CEO Chief executive officer
PR Public relations
THC Tetrahydrocannabinol, the main psychoactive compound in cannabis

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Chapter One: Overview of the Study
Holden and Edelman (2021) reported that the cannabis industry developed considerably
between 2010 and 2020, reaching a market worth exceeding $18.5 billion in the United States in
2020. This share grew to $21.1 billion in 2022 (Roberts et al., 2023). Nonetheless, concern over
the underrepresentation of female entrepreneurs, especially in senior positions, is mounting as
the industry grows. According to León (2019), gender disparity is prominent within the cannabis
industry, where women maintain only 27% of executive-level positions and only 36% of the
labor force overall. According to Enriquez (2021), women are underrepresented in the cannabis
industry for numerous reasons, including women’s historical exclusion from the economic
sphere. In addition, women traditionally have encountered entry obstacles in male-dominated
businesses, such as a lack of finance, mentoring, and networking opportunities (Furman &
Middleton, 2020). These difficulties are exacerbated in the cannabis sector, with some states
criminalizing the consumption of marijuana.
In addition, according to Adams et al. (2021), women of color have been inexplicably
hurt by the War on Drugs because they are highly likely to be categorized for drug-related
offenses and face many hurdles in penetrating the legal cannabis industry. Adams et al. claimed
that lack of diversity and inclusion within authority and decision-making positions is an
additional factor leading to women’s underrepresentation in the cannabis sector. Women are
frequently barred from leadership positions in the cannabis sector, sustaining a male-dominated
culture and reinforcing gender preconceptions. Rogers (2017) stated this lack of diversity can
have more significant industrial ramifications, such as creating products and services that do not
sufficiently satisfy the requirements and preferences of female customers.

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Context and Background of the Problem
Enriquez (2021) wrote that to understand the underrepresentation of women in the
cannabis industry, it is essential to delve into the historical context of cannabis prohibition and
stigmatization. For many decades, cannabis was demonized and linked to criminality, resulting
in a predominantly male-centered underground market (Sattiraju & Nedlund, 2019). The
negative perception of cannabis and its illegal status contributed to a culture where men
dominated the production, distribution, and consumption. According to Owusu-Bempah and
Rehmatullah (2023), the dynamics of the legal cannabis industry are still affected and formed by
the history of the black market. During Prohibition, cannabis was criminalized under the
influence of racial and cultural biases (Rogers, 2017). The perception of cannabis as a threat to
public safety was often associated with marginalized communities, including African Americans
and Latinos (Penny, 2021). This discriminatory approach reinforced existing prejudices and
perpetuated stereotypes about cannabis users, further marginalizing certain groups. The
enforcement of prohibition disproportionately impacted communities of color, resulting in high
rates of arrest and incarceration.
Women in particular have been further marginalized by the legal repercussions of
cannabis-related charges, which makes it difficult for them to participate in the developing legal
cannabis market. Penny (2021) stated that transitioning from prohibition to legalization has
presented new opportunities for entrepreneurs. However, the historical legacy of the
underground market persists, as individuals involved in the illicit cannabis trade often
transitioned into legal operations. This transition has predominantly favored those with
preexisting networks and industry experience, which were largely male dominated. OwusuBempah (2021) argued that women have faced barriers to entering and advancing within the

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legalized cannabis sector. The stigmatization of cannabis also had a chilling effect on women’s
participation. Gender stereotypes discouraging women from industry entrance continue due to
the stigma associated with cannabis use. The representation of women in the cannabis sector is
shaped by this perception, which still impacts cultural attitudes.
According to Parker et al. (2019), understanding why women are underrepresented in the
sector requires an understanding of the historical legacy and continuing stigmatization of
cannabis. Cannabis was marketed as a hazardous and illegal substance for many decades, leading
to its prohibition and the development of a booming underground market. This atmosphere
favored male players, who controlled cannabis cultivation, distribution, and sales. According to
Sattiraju and Nedlund (2019), men already had a leg up in expertise, experience, and established
networks as the sector began moving to a legal, regulated structure.
Crick et al. (2013) argued that the impact of societal stigma on women’s involvement in
cannabis entrepreneurship cannot be understated. Traditional gender roles and societal
expectations have often deemed cannabis-related activities unacceptable or inappropriate for
women. Cultural norms around femininity, motherhood, and professionalism have made it
challenging for women to reconcile their desire to enter the cannabis industry with the fear of
social ostracization and reputational damage (Parker et al., 2019). Women entrepreneurs have
faced not only societal backlash but also legal obstacles. Many nations and states have enacted
strict legislation criminalizing cannabis possession, growing, and distribution (Adams et al.,
2021). These punitive tactics discourage potential entrepreneurs from entering the business and
pose extra hurdles for women, who risk legal ramifications that may have far-reaching
implications in their personal and professional lives.

4
Lashley and Pollock (2020) claimed that the cannabis industry’s lack of representation
and role models has prolonged the cycle of stigma and discouragement for women. The sector
has grown increasingly male dominated, supporting the notion that cannabis entrepreneurship is
not a desirable or viable professional option for women (Adams et al., 2021). The absence of
visible female leaders and entrepreneurs has further reinforced the belief that women do not
belong in the cannabis industry, limiting opportunities for them to engage and thrive (Parker et
al., 2019). Despite these obstacles, women have persisted and made significant advancements in
the industry. Adams et al. (2021) reported that as cultural attitudes toward cannabis shift, there is
a growing recognition of the potential economic and health benefits of legalized, regulated
usage. Because of the shifting scene, women can now defy preconceptions, break down barriers,
and establish their presence in the cannabis sector, shattering the status quo.
Hall (2008) argued that organizations and initiatives focused on empowering women in
cannabis entrepreneurship have been emerging to provide resources, mentorship, and networking
opportunities. These platforms seek to address the difficulties women face, such as stigma and a
lack of financial resources and strong social networks. According to Parker et al. (2019), these
programs assist women in overcoming social hurdles and following their entrepreneurial
objectives in the cannabis business by creating a supportive atmosphere. Moreover, as additional
states and countries navigate towards cannabis legalization, the legal landscape is shifting,
providing greater opportunities for entrepreneurs, including women, to participate in the
industry. Subritzky et al. (2020) noted regulatory reforms prioritizing social equity and inclusion
are being implemented in recognition of the need to rectify the historical injustices caused by
cannabis prohibition.

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The global legal framework for cannabis, according to Subritzky et al. (2020), has
witnessed a drastic transformation in recent years as numerous countries and states have
embraced its medicinal and recreational applications. Despite this progressive shift, the intricate
network of laws and regulations and onerous licensing prerequisites create formidable barriers
for aspiring entrepreneurs, especially women. Scarce funding, stringent licensing requirements,
and high compliance prices are just the beginning of the difficulties encountered by newcomers
to the cannabis market (León, 2019). Stakeholders are actively addressing the increased obstacles
that women face in starting and growing their cannabis businesses, which stem from longstanding imbalances in funding and resources.
Pardo (2020) held that one of the most significant obstacles faced by entrepreneurs,
particularly women, seeking to enter the cannabis industry is restricted access to capital.
Traditional financial institutions, such as banks, are often hesitant to provide loans or financing
for cannabis-related businesses due to the continued federal illegality of the plant in certain
jurisdictions (Adams et al., 2021; Kamin, 2016). This reluctance stems from concerns about legal
repercussions and creates a financing gap that disproportionately affects women entrepreneurs.
Lashley (2015) identified systemic obstacles that women encounter in securing funding,
particularly pronounced in the cannabis industry, where they often struggle to obtain venture
capital. Penny (2021) underscored this, noting that women-owned businesses attract significantly
less venture capital than those owned by men across various sectors. Adelman (2014) added that
the regulatory complexity of the cannabis industry poses additional barriers, disproportionately
impacting women through stringent licensing processes and fees. Dioun (2018) further argued
that such restrictions tend to benefit larger corporations, limiting opportunities for women-led

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startups. To foster equity, it is imperative to create funding initiatives that mitigate these genderbased disparities in investment and regulatory navigation.
To mitigate the unique challenges women and minority entrepreneurs face, particularly in
the capital-intensive cannabis industry, there is a critical need for more accessible and inclusive
licensing procedures (Braun, 2019). The substantial regulatory compliance costs
disproportionately burden small businesses and startups, often led by women, by necessitating
significant investments in infrastructure and security measures to meet stringent industry
standards (Adam et al., 2021; Dioun, 2018). These barriers can hinder entrepreneurs from
accessing the necessary financial resources for compliance and business growth, intensifying the
competitive disparity with larger firms (Lee, 2017).
In numerous sectors, including cannabis, gender bias impairs women's access to critical
business resources and funding (Lee, 2017). Owusu-Bempah (2021) emphasized the substantial
challenges women entrepreneurs face, exacerbated by entrenched stereotypes. Investment
disparities highlighted by Davenport and Caulkins (2016) demonstrate that women consistently
secure less funding than men, a disparity stemming from enduring perceptions of women’s
capabilities and roles (Lee, 2017). To foster equality, it is imperative to confront these biases and
create equitable opportunities for women to flourish in the industry.
Furthermore, Pakes and Silverstone (2012) argued that access to mentorship and
professional networks is vital for entrepreneurs to succeed in any industry, including cannabis.
However, women often need help entering established networks dominated by men. Mentoring
opportunities, which provide guidance, support, and valuable connections, are frequently more
readily available to men (Steinberg, 2022). The lack of female mentors and role models in the
cannabis industry further compounds the issue, as aspiring women entrepreneurs may struggle to

7
find relatable figures to learn from and emulate. This disparity perpetuates gender biases and
prevents the full realization of women’s potential in the industry.
This relative lack of visible role models and mentors for prospective women
entrepreneurs in the cannabis sector is due to the considerable underrepresentation of women in
leadership roles (Lashley, 2015). In addition to undermining gender equality, this lack of
representation deters brilliant women from seeking possibilities in the profession. It is impossible
to exaggerate the value of representation, as it gives people hope and self-confidence, which
motivates them to pursue their goals (ElSohly et al., 2016). Consequently, the limited visibility
of women in the cannabis industry perpetuates the perception that entrepreneurship within this
domain is predominantly a male stronghold, further dissuading potential female candidates from
entering the industry.
In the cannabis industry, the significant underrepresentation of women, especially in
leadership roles, hampers the availability of role models, which is vital for fostering ambition
and breaking stereotypes (Beltz et al., 2020; Valleriani, 2020). This gender gap reinforces the
misconception that entrepreneurship within the sector is a male prerogative, curtailing
opportunities for female entrepreneurs (Cambron et al., 2017).
This limited visibility of women entrepreneurs in the cannabis industry profoundly
impacts aspiring women entrepreneurs who may perceive the field as unwelcoming and
inaccessible (Hudak & Stenglein, 2020). This can result in talented women choosing not to
pursue opportunities in the cannabis industry, leading to a significant loss of potential talent and
diversity. Visible role models play a pivotal role in inspiring and empowering women, helping
them realize that success in entrepreneurship is attainable regardless of gender (Braun, 2019).

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Additionally, women entrepreneurs may need help attracting and retaining top talent, as
competitive salaries and benefits often require significant financial resources (Adams et al.,
2021). The lack of investment in women-led cannabis businesses also perpetuates gender
disparities in the industry. Adams et al. (2021) asserted that teams characterized by diversity,
including gender diversity, tend to surpass the performance of teams that lack diversity. By
overlooking women entrepreneurs, the investment community restricts its potential for success
and misses out on the benefits that diverse perspectives and leadership can bring to the cannabis
sector (Sterns, 2019). To address these challenges, concerted efforts are needed from multiple
stakeholders. Investment firms should actively work towards diversifying their portfolios by
intentionally seeking out women-led cannabis businesses for investment opportunities (Adams et
al., 2021). Setting diversity goals, creating mentorship programs, and fostering an inclusive
culture inside their organizations can help them do this.
Moreover, Lashley (2015) stated policymakers can play a crucial role in creating an
enabling environment for women entrepreneurs in the cannabis sector. This involves enacting
legislation and policies that promote gender diversity in the industry, offering financial
incentives or grants specifically targeted at women-owned enterprises, and conducting education
initiatives to address gender biases in the investment community. Kittel (2018) argued that
supportive networks and mentorship programs also can contribute significantly to bridging the
gender gap in access to capital. These programs provide women business owners with helpful
advice, contacts, and tools to aid them in navigating the difficulties of obtaining capital. A
supportive environment where they can exchange knowledge and work together may be
developed by encouraging community among women in the cannabis industry (Webb et al.,
2009). Alternative finance sources represent another potential remedy. Crowdfunding platforms,

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peer-to-peer lending networks, and impact investing are emerging avenues that can provide
alternative sources of capital (Crick et al., 2014). These platforms democratize the investment
process, making it more accessible for underrepresented groups, including women in the
cannabis sector.
Fostering gender diversity in the cannabis industry is crucial, not only for equity but also
for considerable economic and societal advantages (Camors et al., 2020). As this sector evolves,
harnessing a breadth of perspectives through gender diversity becomes critical for innovation
(Adams et al., 2021). Women’s engagement and leadership are key to unlocking a wealth of
untapped creativity, leading to innovative products and strategies that can resonate more deeply
with consumers (Sterns, 2019). This inclusivity can catalyze advancements in cultivation,
extraction, and formulation, further stimulating the industry’s growth.
Moreover, promoting gender diversity and inclusion in the cannabis industry offers
significant economic benefits. Sterns (2019) argued that diverse organizations outperform their
homogenous counterparts. Companies with a diverse workforce enjoy higher financial returns,
increased profitability, and improved decision-making processes. Equal opportunities for women
in the cannabis industry unlocks a broader spectrum of talent, which can elevate productivity,
enhance problem-solving, and drive more sustainable innovation (Ellison, 2021). The success of
female-led cannabis businesses also has a multiplier effect, as it inspires and empowers other
women to venture into the industry, fostering a more robust and dynamic ecosystem.
Furthermore, gender diversity and inclusion in the cannabis industry can help combat
stigmas and change societal perceptions (Hamilton, 2019). The cannabis industry, long
associated with stereotypes and negative connotations, can benefit from a fresh and diverse
perspective. Highlighting the achievements and contributions of women in the industry

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challenges prevailing stereotypes and reshapes the narrative surrounding cannabis (Adams et al.,
2021). This shift in perception can promote greater acceptance, reduce stigma, and foster more
informed discussions about the plant’s medicinal properties and potential benefits.
According to Mark and Will (2019), concerted efforts are required at multiple levels to
fully realize the opportunities for innovation and social impact. Industry stakeholders, including
cannabis businesses, associations, and investors, must promote gender diversity by implementing
policies that ensure equal representation, pay equity, and career advancement opportunities.
Moreover, educational institutions and training programs should strive to offer comprehensive
cannabis education that is inclusive and accessible to all (Sterns, 2019). Women can acquire the
knowledge and skills needed to excel in the industry by breaking down educational barriers and
providing equal opportunities. Collaboration with organizations and nonprofits that empower
women and marginalized communities can amplify the impact and create a more inclusive and
diverse industry ecosystem.
This context and background portion of the chapter has thoroughly reviewed the
significance of female entrepreneurship in the cannabis market. Understanding the experiences
and accomplishments of women entrepreneurs is critical in light of the evolving cannabis
legalization landscape and the rising interest in the industry. This study is intended to add to the
body of knowledge, educate policy and practice, and ultimately build a more inclusive and
equitable environment for women in the cannabis sector by exploring the distinctive views and
experiences of female cannabis entrepreneurs.
Purpose of the Study
This research, based on phenomenology, explored the lived experience of women
entrepreneurs—how they navigate and comprehend their personal and social worlds within the

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cannabis industry. Through this research, women’s experiences of gender disparity were
explored through interviews, giving voice to their lived experiences. By adopting a
phenomenological approach, the study was aimed to meticulously explore the lifeworlds of
female entrepreneurs, delving into their subjective experiences and perceptions rather than
providing an objective account of industry phenomena. Recognizing the dynamic nature of this
exploration, the study emphasized the active role of the researcher in interpreting and
understanding the unique perspectives of women entrepreneurs. The main research question was
the following: What are the lived experiences of women entrepreneurs in the cannabis industry,
and how do they make sense of their personal and social worlds within this context?
The study’s findings give evidence-based insights that can be used to design policies and
activities to improve gender equality and inclusion in the cannabis sector. Policymakers can use
this research to support governmental changes, financial initiatives, and outreach initiatives to
remove the barriers to women’s entrepreneurship. Understanding the voiced, lived experiences
of women in the industry could lead to the development of helpful programs and initiatives,
mentorship initiatives, networking opportunities, training sessions, and targeted financing
schemes.
Furthermore, the findings can be used to influence the design and execution of these
initiatives, ensuring that they successfully address the identified impediments. Tackling the
underrepresentation of women in the cannabis sector can unlock the full potential of varied talent
and viewpoints. Women offer distinct perspectives and experiences to entrepreneurship, which
can fuel innovation and economic progress. This research was designed to share the voices and
lived experiences of women in order to develop a more inclusive, vibrant industry that uses the
abilities of both men and women.

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Research Questions
Three research questions guided the study:
1. What are the lived experiences and motivations of women cannabis entrepreneurs in
their journey of starting and growing their businesses?
2. To what do women company owners in the cannabis market attribute their success?
3. How do women cannabis entrepreneurs perceive and navigate the barriers and
challenges they face in the cannabis industry?
Importance of the Study
As the cannabis industry grows, it is critical to guarantee that all people, irrespective of
gender, have equal opportunities to participate and prosper in it. This study sheds light on the
difficulties that women experience by listening to and sharing their experiences of being
underrepresented in cannabis entrepreneurship and the perceived causes. From the data, the
research can point to suggestions for promoting gender equity and inclusion.
Studying women’s experiences with underrepresentation in the cannabis business is
critical for identifying and fostering financial autonomy and equality. Entrepreneurship provides
a road to financial freedom, wealth generation, and leadership (Moneco Advisors, 2023).
Policymakers, corporate leaders, and activists may design plans to reduce or eliminate obstacles
to women’s engagement in the cannabis market by identifying the factors that restrict their
involvement. Women’s engagement in cannabis entrepreneurship can have far-reaching benefits,
such as higher incomes, job creation, and economic growth (Cooper & Hickey, 2021).
The research helps to break down gender stereotypes, and it challenges societal standards.
The cannabis sector has always been seen as male dominated, fostering prejudices that hinder
women’s involvement and representation. This study challenges these assumptions and

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emphasizes the need for varied viewpoints and voices in the sector. By bringing to light the
diverse, authentic voices of women in the industry, the research strives to challenge and
counteract prevailing assumptions about gender roles within the cannabis sector. The analysis
reveals the richness and complexity of these experiences and fosters an empathic understanding
of the personal worlds of these women. Increasing the exposure of successful female cannabis
businesses may inspire and empower other female entrepreneurs, altering society’s attitudes and
breaking down gender biases.
Furthermore, sharing the lived experiences of women and their underrepresentation in
cannabis entrepreneurship gives valuable insights into their constraints and problems. This
understanding is critical for those seeking to design targeted interventions and support systems.
The research reveals structural obstacles such as restricted access to financing, a lack of
mentorship and networking opportunities, discriminatory legislation and regulations, and cultural
prejudices that stymie women’s entrepreneurial success. Understanding these hurdles enables
stakeholders to adopt practical solutions, such as financial resources, mentorship programs, and
regulatory reforms that encourage gender diversity and inclusiveness.
In addition, the research can aid in identifying effective methods and best practices used
by female-owned cannabis businesses that have successfully surmounted these obstacles.
Sharing their stories and publicizing their accomplishments can serve as an inspiration to other
aspiring female entrepreneurs. It also can act as a road map for overcoming obstacles and
effectively navigating the industry. Women in the cannabis industry may benefit from and
contribute to the growth and innovation of the industry if they can create an environment that
encourages networking, mentoring, and collaboration among themselves. Finally, studying the
lived experience of women’s underrepresentation in cannabis entrepreneurship meshes with

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broader societal and gender equality aims. Gender equality is a fundamental human right and a
worldwide development concern. Tackling gender inequities in the cannabis business can build a
more inclusive and fair society. Also, inspiring women to venture into the cannabis industry may
have a worthy ripple effect on other segments and industries, developing a culture of diversity
and inclusiveness.
Theoretical Framework and Methodology
The investigation uses phenomenological theory that emphasizes comprehending
individuals’ subjective experiences and their interpretations of those experiences. Using this
theory, this study strongly emphasizes examining and understanding the actual experiences of
female business owners in the cannabis sector to understand the obstacles and difficulties they
encounter. In this situation, phenomenological theory is used to understand the core of the
phenomenon by probing the women’s viewpoints, ambitions, and goals as they negotiate the
cannabis industry. Researchers can pinpoint the causes of women’s underrepresentation in this
particular entrepreneurial field by looking at women’s lived experiences.
Phenomenological theory uses qualitative techniques to obtain rich, thorough data,
including participant semistructured interviews and document analysis. By using these
techniques, researchers who capture women entrepreneurs’ individual stories, feelings, and
views can better understand the challenges they face. This theory highlights the importance of
accounting for biases and prior ideas to assess the facts objectively. It helps researchers
recognize their own biases and refrain from making snap decisions, allowing for a more accurate
and genuine portrayal of the experiences of female cannabis entrepreneurs. At the same time, it
illuminates the methods, resiliency, and possibilities for empowerment used by female
entrepreneurs in facing difficulties.

15
The first part of the study is a literature review with an outline of the history of business,
focusing on the contributions made by women entrepreneurs at different times. The review
covers women entrepreneurs’ challenges and successes and the things that keep them from being
more numerous in many fields, including the cannabis industry. The study then zeroes in on the
specifics of the cannabis market and the distinct challenges women business owners face in this
field as opposed to others. It discusses the discrimination cannabis has faced in the past, the
expansion of the legal cannabis market, and opportunities for more significant social equity and
inclusion in the industry. Previous research on women’s challenges in entering the cannabis
industry is also examined, and issues like financial constraints, legal obstacles, sexism in the
legal system, and social stigmatization are highlighted.
The literature review also considers social science studies and theories that advocate for
diversity and inclusion in the workplace. It looks at how having a diverse group of people may
increase innovation, creativity, and problem-solving and how important it is to foster welcoming
and inclusive settings. This analysis also discusses the benefits of social justice measures and
how they could make the cannabis business more accessible and equitable.
Organization of Study
This dissertation comprises five chapters comprehensively exploring women
entrepreneurs in the cannabis industry. Chapter 1 introduces the study, outlining the research
background, significance, and objectives. Chapter 2 thoroughly reviews the literature, focusing
on women entrepreneurs’ experiences and challenges in the cannabis industry and the
phenomenological theoretical framework underpinning the study. Chapter 3 details the research
methodology, including the research design, data collection procedures, and analysis techniques.
Chapter 4 represents the study’s findings, showcasing women entrepreneurs’ rich, nuanced

16
experiences in the cannabis industry. Finally, Chapter 5 comprehensively discusses the findings
in terms of recommendations for policy and practice as well as future research. The organization
of the study ensures a logical flow of information, guiding the reader through the research
process from introduction to conclusion.
Definition of Terms
Cannabis is Cannabis sativa, commonly known as marijuana, an herbaceous annual
flowering plant that has been used for various purposes for centuries. The plant produces a
complex mixture of chemicals, known as cannabinoids, which interact with the human body’s
endocannabinoid system. The most well-known cannabinoid is THC, which is responsible for the
plant’s psychoactive effects, including euphoria and relaxation.
Entrepreneurial journey refers to the steps and processes involved in starting and
growing a business, such as identifying opportunities, developing concepts, acquiring resources,
and overcoming obstacles.
Gender stereotypes are preconceived ideas or expectations about the roles, actions, and
skills of people based on their gender, frequently resulting in unfair assumptions and treatment.
Legacy market refers to the illegal or illegitimate cannabis market.
Lived experiences are the subjective, firsthand experiences of individuals as they navigate
and interact with the world around them. Lived experiences shape an individual’s perspective,
values, and understanding of the world, influencing how they perceive and respond to various
situations.
Phenomenological theoretical framework is a philosophical and methodological approach
that focuses on understanding the lived experiences and subjective perspectives of individuals,
exploring the essence of their experiences in relation to a specific phenomenon.

17
Schedule I substance is a U.S. federal designation of substances deemed to lack medical
use and have a high potential for abuse or addiction.
Underrepresentation occurs when an individual or group falls short or lacks equal
representation. Underrepresentation may occur in various contexts within the society or
organization.
Women entrepreneurs are women who establish and operate their own businesses, taking
on financial risks and assuming the responsibilities of managing and directing the enterprise.

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Chapter Two: Review of the Literature
This chapter explores the existing research on the underrepresentation of women
entrepreneurs in the cannabis industry. Despite the market’s expansion, women entrepreneurs
have suffered social stigma, limited access to money, and political and legal restrictions
(Kavousi et al., 2021). This literature study examines the most recent studies on the topic to
understand better the experiences encountered by women who own cannabis businesses in the
United States.
The chapter comprehensively reviews vital research on phenomenology theory in the
cannabis sector. The theoretical framework illuminates the motivations, experiences, and
networks of female cannabis entrepreneurs. Women’s cannabis entrepreneurial experiences and
significance are also examined using phenomenological theory. This paradigm examines
personal narratives, values, and aspirations to reveal how women interact with the plant, clients,
regulators, and the cannabis community overall.
There is a justified consensus that the cannabis sector is expanding exponentially. As has
become apparent in recent times, the industry has experienced phenomenal growth, reaching new
heights annually and having the fastest growth rate in the United States. According to
MJBizDaily (2022), the numbers are quite significant because the cannabis sector is on the way
to adding almost $155 billion to the economy of the United States by 2026. Moreover, in 2020,
North America accounted for nearly the entirety of the market and had the greatest share of
regulated cannabis sales in the world (Statista, 2023). The cannabis industry in California is a
behemoth in the global market, with burgeoning profits that far surpass the entire Canadian
market altogether. Although its presence is technically certified by the constitution of the state of
California, thorny business entanglements due to legal red tape, social stigma, and other

19
obstacles have created a nearly impossible blockade. Statistics provided by Statista (2024) put
this expansive industry on full display. With such an excellent appeal, California has secured the
premier spot for the lucrative cannabis industry. However, there are major barriers that women
entrepreneurs in the industry have had to surmount.
After some years of cannabis being legalized in several regions in the United States and a
widespread willingness to embrace cannabis as an item of commerce throughout the country,
what was once a rich context for women seems to be turning relatively dry (Shacknai, 2021). As
Kittel (2018) pointed out, the cannabis industry has the potential to provide excellent
opportunities for women; nonetheless, women continue to encounter significant barriers. Large
corporations have flooded the industry, bringing a resurgence of the stereotyping of women
(Shacknai, 2021). Furthermore, even though the organization Women Grow was founded to deal
with gender inequalities in the cannabis sector, a conversation with its cofounder showed that the
sector is merely waiting for self-assured women prepared to impact this rapidly expanding field
(Kittel, 2018). This view of women’s access ignores the effects of institutionalized prejudice
based on gender and structural economic inequality. This comes as the industry grows ever
larger, and the prospect of generating huge money is becoming increasingly real.
Indeed, in a world that has been infiltrated with male dominance across all sectors, when
entering the cannabis industry, women face a variety of business obstacles. Women-owned firms
still make up only a small percentage of the entire cannabis industry, and the challenges
confronting women who have chosen to work for themselves are numerous and frequently very
different than those faced by men who own businesses. One of the key challenges that these
women have to overcome is gendered expectations, as society generally thinks of female
business owners as less aggressive and competitive than their male counterparts. It is also

20
obvious that female business owners are hesitant to demand fairness in business transactions and
to clearly state their needs (Suh, 2018). The decision to venture into the unorthodox realm of the
cannabis market is undoubtedly one of the most difficult for a woman entrepreneur to make.
Their entrepreneurial endeavors are rooted in a complex, multilayered cultural milieu from
conception through the course of the gestation of the cannabis business idea, cannabis business
activities, and enterprise advancement. The gendered perceptions and attitudes and the
socioeconomic context in which entrepreneurship among women is anchored are shaped by the
dynamic interactions between culture and gender (Bullough et al., 2021). A woman who chooses
to work in an unorthodox sector (such as the cannabis sector) often faces many challenges, such
as gender-based discrimination and a lack of funding.
Limited funding is a major challenge that prospective women entrepreneurs in the
Californian cannabis market have had to grapple with. There is a consensus that only some
entrepreneurs are lucky enough to find an investor or financier to support their enterprise. Some
have to use their own money to raise funding, use their credit cards, or otherwise bootstrap their
businesses. Most enterprises that require funding are women-owned enterprises (Cheng, 2018).
Due to discrimination based on gender, it is also typical for women to be rejected for loans
because many institutions favor supporting enterprises owned by men. Uzialko (2023) also
affirmed that for women-owned enterprises, raising funds is particularly challenging. According
to a Babson College survey from 2014 (as cited in Uzialko, 2023), less than 3% of businesses
receiving venture capital funding had female chief executive officers (CEOs). This can be
attributed to the prevalence of male dominance in most essential sectors, which has made it
difficult for women to have access to financial solutions.

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Furthermore, it is important to recognize that patriarchy is the bedrock upon which all
cultures, laws, and political systems are based (Bourdieu, 2001; Liddell et al., 2021). In the
world of men, women must make their way up in the face of stigma and persecution. Despite
efforts made by legislation and rules to promote a welcoming business climate for all parties, real
adjustments still need to be implemented (Cheng, 2018). Gender-lens investing is gaining
popularity and involves tactics that address gender imbalance issues and evaluate gender issues
to provide light on investment choices. Additionally, women still face obstacles in the form of
less-developed business networks and societal and customary restrictions that limit women’s
engagement in business.
Indeed, the challenges faced by women in the cannabis sector are multifaceted, ranging
from legal and institutional to social and cultural barriers. These obstacles have inhibited the
development and advancement of women in the cannabis industry, and the California cannabis
business climate is no exception. Additionally, there is a need to understand that the lack of
women’s contribution and participation in the entrepreneurial sector will have far overarching
consequences. With the increased awareness of women’s roles and economic standing in society,
their untapped entrepreneurial potential in the cannabis industry has steadily changed. This
demonstrates that women have the capacity, capability, understanding, and versatility to operate
a cannabis firm successfully. Women business owners can start, plan, manage, and run their
cannabis businesses successfully. Therefore, it is crucial to provide them with the conditions they
need to succeed in this venture in the cannabis industry.
Background
California has considered cannabis important as a therapeutic drug since 1996. In 2016,
California legalized cannabis and cannabis products for recreational purposes. California has led

22
the charge to legalize cannabis for recreational and therapeutic usage in the United States. Before
cannabis was legalized in other states, California supplied most of the nation’s cannabis. After
recreational cannabis was legalized in California, cultivators and medical cannabis sellers had to
register, comply, and apply for licenses. This process aimed to ensure compliance and
accountability. Additionally, statistical evidence suggests that cannabis holds immense economic
value in California, estimated to be worth over $11 billion (Alfonsi, 2019). The legalization of
cannabis was intended to facilitate the regulated production of this plant.
However, despite the easing of legislation to legalize the production of cannabis plants,
prospective entrepreneurs must follow a strict process to meet the necessary licensure
requirements. First, they must choose the entity type and provide a business name. Following
this, they have to register the business enterprise with the California Secretary of State and pay
the necessary fees for registration (California Secretary of State, 2021). It should be noted that a
company does not automatically receive cannabis-related approval by filing organizational
documents with the California Secretary of State, or any state, for that matter. Instead, cannabisrelated firms in California first must obtain permits, licenses, or other authorization from the
relevant municipality, county, city and county, and other agencies before filing for a state license
(California Secretary of State, 2021). This may include the State Water Resources Control
Board, California Environmental Quality Act compliance, pest management plan, and a local
jurisdiction authorization. This process is necessary due to California’s dual licensure
requirements.
The California Department of Tax and Fee Administration (CDTFA) must issue a seller’s
permit to prospective business owners (California Secretary of State, 2021). Cannabis farmers,
processors, manufacturers, sellers, small-scale enterprises, and suppliers who retail cannabis

23
must always have and maintain a permit to sell (California Secretary of State, 2021). Distributors
of cannabis and cannabis-related goods must file a registration with the CDTFA to obtain a
cannabis tax registration. With this approval, distributors submit reports, as previously
mentioned, and pay two more cannabis taxes annually to the CDTFA.
As the cannabis industry rapidly evolves, municipalities across California are struggling
with a unique dilemma. Despite the recent profit surge, these local entities must decide if they
will allow licensed cannabis businesses within their area. The answer is increasingly complex as
regulations become more lenient. Indeed, local governments must examine the advantages and
downsides of this lucrative commercial venture as more cities join the market. This is because
the cannabis industry is the sector of the U.S. economy that is expanding at the quickest rate
(Embroker, 2023). Particularly in California, and according to data from the CDTFA, legal sales
hit $5.3 billion in 2022 (Yakowicz, 2023). Furthermore, California’s cannabis industry is one of
the world’s largest, most diverse, and most dynamic. California’s 2016 legalization of cannabis
under Proposition 64 created a billion-dollar sector and has spurred innovation and investment
(Stoa, 2021). The industry has grown exponentially; the state already has over 10,000 cannabis
enterprises, including retailers, growers, manufacturers, and transporters (Stelton-Holtmeier et
al., 2022).
The legalization of recreational cannabis usage also has shaped the state’s culture. Many
municipalities have legalized cannabis sales and use due to its popularity and high tax revenue.
This has created a cannabis-based economy or ecosystem that comes with job creation and tax
payments. California’s cannabis industry has also inspired creativity—companies are producing
vape cartridges, edibles, and ingestibles, as well as topicals and concentrates (California State
Association of Counties, 2016). The creation of cannabis-infused beverages is at an all-time

24
high. Businesses also fund cannabis-based drug research and development (Bouchard, 2008).
Overall, the cannabis sector in California has been impacted by the rising public tolerance. There
has led to increased training and information on the plant’s applications and prospective
advantages, generating a new market for products made from cannabis and promoting industrial
expansion. More investors, business owners, and entrepreneurs will enter the industry as it
expands, spurring innovation and expansion. However, Camors et al. (2020) argued that despite
sector growth, most of California’s cannabis business owners are men. To date, women only
comprise a fraction of the sector.
History
California has had a lengthy and difficult cannabis history. For many years, cannabis was
a Schedule I substance with harsh penalties, but California attitudes changed in the 1990s
(Freising & Boavida, 2019). The state legalized medical and compassionate cannabis after a
landmark judgment recognized its medical value. California tried several times to legalize
recreational cannabis, but state and federal authorities prevented it. However, public sentiment
turned toward legalization. Proposition 64 legalized cannabis usage for adults over 21 in
California in 2016. This changed the California cannabis industry, creating new commercial
prospects and helped the diversified sector expand.
Despite this growth, the cannabis industry faces significant challenges. Cannabis stigma
is one such challenge. Despite legalization and decriminalization, many still consider the
substance hazardous. The industry must also overcome legislative obstacles, as cannabis remains
a federally banned Schedule I narcotic with no medical use. Cannabis users and businesses also
face significant legal and financial dangers. Despite the challenges, California’s cannabis
legalization and decriminalization have had a significant impact. Decriminalization removed the

25
criminal sanctions, like arrest and incarceration, for use and possession. In contrast, legalization
made cannabis more available to people who may benefit, and the number of women cannabis
entrepreneurs has increased in California since legalization.
The California cannabis tale shows how attitudes are shifting on legalizing and
decriminalizing cannabis. Despite recent progress, cannabis stigma and the need for more
supportive legal and regulatory frameworks must be addressed. Cannabis’s medical and
recreational benefits make this a crucial issue for Californians and the nation. Women also shape
the industry’s progress, and as the cannabis market increases, more women will undoubtedly
participate.
Women, Entrepreneurship, and Cannabis
The term “entrepreneur” was published in Richard Cantillon’s (1755/2001) Essai sur la
Nature du Commerce en General (Essay on the Nature of Trade in General) in 1755. According
to Cantillon, entrepreneurs are risk-takers as they engage in the chanciness associated with
economic activities—buying goods and selling them at an uncertain price in the future. JeanBaptiste Say, a French economist, emphasized the role of the entrepreneur as coordinator and
allocator of resources efficiently within the economy (Boutillier & Uzunidis, 2014). Austrian
economist Joseph Schumpeter saw entrepreneurs as agents of “creative destruction” who drive
innovation and change, creating new products, services, or business models that disrupt existing
industries or markets (Alm & Cox, 2023). Debbie Roxarzade, founder and CEO of Rachel’s
Kitchen, posited that entrepreneurship is the persistent desire to improve things and the notion
that individuals are never satisfied with how things are (Davis, 2020). Freedman (2023) declared
that entrepreneurship is about perspective and lifestyle as much as being a business owner. This
distinction effectively establishes the entrepreneur’s conceptual framework.

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Entrepreneurs are visionaries and risk-takers, as they drive innovation and expansion.
They possess originality, tenacity, and a goal-oriented perspective (Zeng & Ouyang, 2020). The
experiences of female cannabis entrepreneurs illustrate the transformative potential of
entrepreneurship. Many view obstacles as opportunities, view disappointments as stepping stones
to advancement, and endeavor to have a positive impact. Entrepreneurs envision a better future,
question the status quo, and foster innovation. They take charge of their destinies and view
setbacks as opportunities for personal development. Entrepreneurs are motivated to think boldly,
seize calculated opportunities, and view obstacles as instructive learning opportunities. They
serve as a reminder that anything is possible with passion, effort, and laser focus on a clear
vision. Entrepreneurs are also inspired to adopt their perspective of possibility, tenacity, and
unrelenting pursuit of excellence. They are pioneers who exhibit foresight, resolve, and
unwavering fortitude. They accept risks, recognize opportunities, and bring their visions to life.
Women cannabis entrepreneurs embody these qualities and more. They overcome obstacles,
stimulate innovation, and establish inclusive ecosystems. Entrepreneurs, particularly women in
the cannabis industry, deserve recognition for their perseverance, creativity, and positive
influence. They inspire people to imagine, take calculated risks, and test the limits of possibility.
While celebrating female cannabis entrepreneurs, one is reminded that entrepreneurship is a
mindset that enables individuals to effect change and leave a lasting legacy.
According to Holden and Edelman (2021), the cannabis business is relatively new.
Women producers have been particularly attracted to it because of the potential for advancement
into positions of power and financial independence. After 2016, many women in the cannabis
industry began to make reputations for themselves as they accrued financial gains. For various
reasons, the cannabis sector was originally an especially welcoming context for women, as it

27
boasted a higher number of female workers than several other sectors. According to Shekhtman
(2017), the industry was initially shaped by open-minded rebels who did not strictly adhere to
traditional gender roles. This has helped the industry remain innovative and relatively free from
the entrenched corporate networks that often exclude women. Despite this, representation has
become more and more challenging as the cannabis sector has expanded. For example, according
to a recent poll, women comprise only 17% of executive positions today. Researchers looked at
166 organizations and found that 12% of those businesses had no female leadership
representation (Helfand-Rogers, 2019). California also has been part of the development of a
worrying trend toward the prevalence of obstacles for prospective women entrepreneurs.
An amazing shift is occurring in cannabis entrepreneurship that will eventually involve
women of all demographics. Even more impressive is that women are building their own
enterprises on their terms and claiming their own space in entrepreneurship as a primary
occupation or a part-time hobby. There is no denying the significance of women-run businesses
in the economy, whether measured by the billions of dollars in revenue they generate or the
millions of jobs they create. For example, according to American Express (2019), women-owned
businesses continue to be a major economic force, as they now account for 42% of all firms, and
they are responsible for the employment of 9.4 million people, as well as the generation of $1.9
trillion in revenue. Women’s involvement in entrepreneurship in California, particularly in the
cannabis industry, can be ascribed to the simple fact that occupations shift toward side hustles
and freelance work. There is also substantial evidence that firms with more diverse leadership
teams, including more women, perform better financially (Stoa, 2021). This shows the huge
potential of developing women-owned enterprises and supporting women entrepreneurs.

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Since the legalization of cannabis in California is now a reality, there has been an
explosion of activity in the industry as businesses compete for a leading position in the emerging
market. Women entrepreneurs are leveraging technological advancements to launch and grow
their businesses. According to Wartenberg et al. (2021), the rise of e-commerce platforms and
social media marketing has enabled women to access new markets, consolidate operations, and
compete more effectively. Furthermore, branding cannabis as a fashionable health product rather
than as something that is illegal or contrarian is one way that some female-founded businesses
are differentiating themselves from the competition (Martin, 2018). Furthermore, many women
report interest in this booming market because it allows them to create firms that mix profitseeking with humanitarian goals based on the cannabis culture that permeates many facets of
people’s lives, from health to jobs.
Even though these women entrepreneurs are shaking up the cannabis industry with their
innovative strategies, some have encountered the same obstacles that female entrepreneurs face
in attempting to access financing and resources in startup businesses in other sectors. The
inundation of large-scale cash linked to the recent flurry of legalization could make the situation
even more challenging (Martin, 2018).
There is a growing awareness of the importance of investing in women-led companies to
address this issue. Various financing opportunities, including venture capital funds, angel
investment networks, and crowdsourcing platforms, are now available and aimed at women
entrepreneurs (Wartenberg et al., 2021). It is intriguing to observe California, which has a rich
historical background in cannabis, adopting innovative approaches to enhance opportunities
within a sector that is already thriving yet challenging, particularly for women entrepreneurs.

29
This is because prospective women entrepreneurs in the cannabis sector and various other sectors
in California have found themselves confronting challenge after challenge.
Additionally, with the impact that the COVID-19 pandemic has had on California’s
economy, a successful recovery necessitates not only the implementation of temporary solutions
to help women-owned cannabis businesses survive the current crisis but also the effective use of
this time to contribute to the development of novel opportunities in the cannabis industry that are
accessible to all. Achieving this goal requires creating a climate where men and women, people
of color, Indigenous peoples, well-established people, and those just getting started may compete
equally.
Given the numerous obstacles that women must overcome to gain access to and
participate in entrepreneurial activities, it should not be surprising that supporting strategies that
deal with multiple impediments simultaneously are more successful than those that merely
address an individual obstacle to progress. Some examples of such action solutions include
support for competencies and funding or instruction in skills combined with counseling
(Revenga & Dooley, 2020). Because evidence suggests that training combined with other
relatively low-cost activities like mentorship is more beneficial than training alone, adding
mentoring or similar support to an existing program may be a simple approach to boost results
(Revenga & Dooley, 2020). As a result, organizations for economic development and the
government of California that are committed to supporting female entrepreneurship in the
cannabis industry should concentrate on developing packages of strategies that address a variety
of constraints. Thus, figuring out how to provide appropriate support to female business owners
in the cannabis market in California is an essential component of the policy agenda that aims to
encourage growth and productivity, boosting California’s ability to remain economically

30
competitive. It is important to address the established inequalities in entrepreneurial prospects
based on gender, race, and the predominance of men in the sector.
In addition, the expansion of the cannabis industry in California over the past few years
may be attributed, in large part, to the efforts of female business owners and industry
professionals, despite the many obstacles. This results from more states adopting pro-cannabis
legalization policies and increasing the number of enterprises that deal with cannabis. As a direct
result of the rise in the number of businesses that women in the cannabis retail sector own,
women are now in leadership positions in research and development, operational management,
and product development. The benefits of cannabis, including those to health and well-being, are
also promoted by female business owners. In addition, a significant number of businesses have
prioritized the development of manufacturing techniques that are both sustainable and kind to the
environment, thus opening the way for increased environmental responsibility across all
industries (Ritchie-Baum et al., 2022). The cannabis business is expected to continue its rapid
expansion as many women assume leadership positions and introduce innovative products and
services.
Current Industry Trends
Women have a long-standing relationship with cannabis and are well-acquainted with its
use. As the cannabis industry expands globally, the roles of women within this sector are also
increasing. Consequently, many women are stepping into leadership positions and founding new
cannabis businesses (Okaya, 2023). An emerging phenomenon within the cannabis market is the
projected rise in female representation in diverse roles within the industry. This phenomenon is
especially likely to manifest in California, where the cannabis industry is experiencing a notable
upward trend. The industry is anticipating increased involvement by women, both as consumers

31
and as entrepreneurs, within the market. California already has over 10,000 cannabis enterprises,
including retailers, cultivators, manufacturers, transporters, labs, and nursery services (SteltonHoltmeier et al., 2022). The state oversees the supply chain, from seed-to-sale monitoring and
testing to packaging and labeling.
The legalization of recreational cannabis usage has also shaped the state’s culture.
Several towns have legalized cannabis sales and use due to its popular acceptability. This has
produced a cannabis-based economy where cannabis companies create jobs and pay taxes.
California’s cannabis industry inspires creativity. Companies are producing vapes,
edibles/ingestibles, topicals, and concentrates. Cannabis-infused drinks are also growing in
popularity as businesses are also funding cannabis-based drug research and development
(Bouchard, 2008).
Overall, California’s cannabis industry is affected by growing cannabis tolerance. This
tolerance has increased teaching and information about the plant, its uses, and its potential
benefits. This is creating a new market for cannabis-derived goods, driving industry growth. As
the industry grows, legitimizes, and matures, more financiers, company owners, and
entrepreneurs will join the sector, boosting innovation and growth. Indeed, legal cannabis
markets in the United States are expected to reach over $10 billion by 2023 after years of rapid
expansion (Camors et al., 2020). Camors et al. (2020) stated that the $7.2 billion California
market for cannabis products and services has been particularly profitable, but despite this
growth, most of California’s cannabis business owners are males; women only comprise a
fraction of the sector.
Insights into the lives of women cannabis entrepreneurs in California have been provided
by recent work by Camors et al. (2020). Their research shed light on the factors that drive

32
women to enter and succeed in the cannabis sector. Women might have arrived later in the
cannabis sector than males, but the findings of Camors et al. (2020) imply that women are
swiftly becoming more prominent and exerting greater influence than their male counterparts.
The cannabis sector offers increasing opportunities for female company owners to enter the
market and establish themselves in various areas, including cultivation, manufacturing,
distribution, and laboratory services. Women presently occupy around 27% of executive-level
jobs in the cannabis industry, which is higher than the 23% of executive roles held by women in
the general corporate sector (McVey, 2017). This demonstrates the significant progress is being
made by women in reaching senior positions in the cannabis industry, indicating a trend towards
more gender inclusivity and diversity. Watching how women’s roles and leadership positions
shift will be intriguing as the sector grows and changes (Huhn, 2021).
Cannabis and Controversy on War on Drugs
There has been controversy over the authorization of cannabis in California, which acts
as a catalyst for enthusiastic women entrepreneurs in the sector. Indeed, the two main topics in
the national discussion of cannabis policy that have become emerged are criminal justice reforms
and a just society (Hudak, 2021). Efforts to relaunch the War on Drugs and its impacts have
greatly increased as states such as California approve cannabis reform legislation and amend
their current regulations. Many contend that the War on Drugs caused more damage than benefit,
which has kept it a contentious subject for decades (Drug Policy Alliance, 2023; Pearl & Perez,
2018). This complex issue has ramifications for many facets of society, from the history of
prohibition to the market and female entrepreneurship in the cannabis sector.
Nagourney and Lyman (2013) argued that the War on Drugs has failed, costing the
government millions and resulting in the imprisonment of millions of economically

33
disadvantaged people. Conversely, legislative changes that eliminate the punishment for
possessing modest amounts of cannabis or minimize the likelihood of incarceration connected
with such possession could result in significant economic savings for the criminal justice system
as a whole (Kim, 2016). Furthermore, cannabis legalization would boost government tax
collection.
In summary, the War on Drugs and prohibition have spawned an issue that has impacted
a variety of societal spheres, from enterprise to public health. The cannabis industry has special
difficulties, especially for female business owners who are underrepresented in the sector.
Nevertheless, there is still promise for a more inclusive and varied sector thanks to several
programs encouraging female entrepreneurs. Researching these many facets and advancing a
fairer and equal industry are essential.
Challenges Faced by Women Cannabis Entrepreneurs in California
Even though women have always been actively involved in the cannabis sector, the
legalization of cannabis, cannabis tests, and cannabis advocacy since the first days of the
commercialization stage, they also have encountered gendered barriers that have impeded their
advancement within the sector. This is because the cannabis market lacks racial and gender
diversity at the top, and the number of senior women has steadily declined over the past few
years.
In the cannabis market, women confront considerable entrance hurdles, which are also
present in the larger entrepreneurial scene. Only 37% of cannabis company owners are women,
according to Vandermarel et al. (2022), indicating that women are underrepresented.
Vandermarel et al. contended that the particular difficulties faced by female business owners
include discrimination based on gender and a lack of access to funding. They also drew attention

34
to the perseverance and drive of female entrepreneurs, many motivated by innate qualities like
enthusiasm and inventiveness.
There is a consensus that women frequently battle to find funding for their enterprises,
experience social critique, and run into legal and governmental barriers that make it challenging
to launch their companies. In addition, the U.S. federal government still classifies cannabis as a
Schedule I substance, which means that banks are reluctant to lend money to cannabis-related
firms due to the weight regulations and compliance requirements (Statista, 2024).
A factor that further complicates matters for women in establishing themselves and their
companies in the industry is that they are frequently barred from networks and sectors controlled
by men. As August (2022) confirmed, most of the individuals in the media depicting the growing
cannabis industry in Northern California are men. Indeed, it is a consensus that many
individuals, consciously or impulsively, engage commercially with persons with whom they feel
particularly at ease and share several common features. This promotes the “boys club” mindset
in the business world. Furthermore, stereotypes regarding gender in substance economies
traditionally have characterized men as the epicenter of decision-making and control while
portraying women in the industry as incompetent entrepreneurs, powerless losers of their gender
engagement, or impotent girlfriends seduced by the luxurious and self-absorbed lifestyles of
male entrepreneurs (August, 2022). Shacknai (2021) affirmed that a significant number of
investors continue to follow the pattern-matching behavior and finance entrepreneurs that they
have supported in the past, almost all of whom are men.
In addition, even though businesses run more efficiently and generate more income when
women hold leadership positions, the mindset of the male-dominated sector often prevails,
making it difficult for women to break into those organizations. The presence of unfavorable

35
preconceptions is another significant hurdle women confront while trying to break into this
sector (Schneider, 2023). Media portrayals can lead to beliefs that women are intrinsically less
knowledgeable about the cannabis plant and its heritage. For instance, the stereotypical 20thcentury stoner was a tie-dyed “dude” (Schneider, 2023). Due to these restrictions, women find it
harder to enter and flourish in the cannabis industry.
As has been mentioned, there is not enough diversity in terms of race and gender in the
cannabis sector, particularly at the ownership and management levels, according to SteltonHoltmeier (2021). Moreover, a limited amount of concrete data can be used to assess the
cannabis market’s diversity, understand the barriers that prevent a more equitable economy from
developing, and provide a context for states’ efforts to address the problem (Stelton-Holtmeier,
2021). The cannabis industry is still in its infancy in terms of legality and the challenges it
confronts due to numerous factors, such as frequently changing regulations. Thus, cannabis
businesses owned by women confront financial, legal, and social obstacles (Gitari, 2012).
Despite these obstacles, California women entrepreneurs in the cannabis sector are succeeding.
They are using their gender and social networks to forge new possibilities and spur societal
change. At the same time, there is a diverse selection of legal dispensaries throughout the state
striving to remove the negative connotations associated with cannabis’s past association with the
criminal justice system and bring in new customers. A significant part of this redefining process
has been focusing on the appearance and atmosphere of legal cannabis dispensaries in California
(Beckett, 2022). Indeed, women in the cannabis industry are demonstrating that they are
formidable challengers creating significant waves in the industry.
For women-owned firms in the cannabis sector, access to financing is a crucial problem,
as banks and other financial institutions are wary of investing in a sector with a murky legal

36
landscape. Additionally, it might be difficult for women company owners to establish credibility
and respect in their industry due to cultural stigma. Furthermore, the often confusing, conflicting,
and ever-changing legal and regulatory barriers in the cannabis market may provide substantial
difficulties for women business owners. The issues facing California’s female cannabis
entrepreneurs constitute a vicious circle: as fewer women hold senior positions in which they
could influence cultural shifts, there are also fewer female business owners operating in the
industry. So, as there are fewer women to support women in California who want to start
cannabis businesses, more women are quitting the industry.
Business owners’ difficulties may be better understood by comparing the cannabis
industry to other sectors of the economy. Holden and Edelman (2021) made the case that the
cannabis business can learn from how states regulate sports betting. They stressed the need to
promote social justice and give underrepresented groups in the sector more opportunities. They
claimed that intentional efforts to create social equity can help level the playing field and have
positive economic impacts, benefiting all stakeholders.
Women in the cannabis sector need intrinsic motivational qualities like passion and
creativity to drive their businesses. Topp (2008) cited medicinal cannabis as a shining illustration
of the potential advantages of intrinsic motivation. She contended that people who use medicinal
cannabis often do so to reduce their symptoms and enhance their quality of life. This drive may
be transferred to the world of entrepreneurship, where female business owners may be inspired
by a desire to have a good influence on their sector.
Despite the difficulties, there is still support for female business owners in the cannabis
sector. Drumke (2018) pointed to several organizations and initiatives that help female
entrepreneurs in the sector. She contended that these programs may aid in lowering the entrance

37
barriers that confront female entrepreneurs and helping to create a more diverse and inclusive
business.
Barriers to Women in Cannabis Entrepreneurship
Lack of Substantial Research
Despite the disagreement over cannabis legalization, cannabis usage in California has
contributed to the state’s development. It is no secret that scholars who want to study cannabis or
cannabinoids must get approval from multiple entities before starting. The National Institute on
Drug Abuse, the U.S. Food and Drug Administration, the Drug Enforcement Administration,
local governments, medical field boards, the scientist’s home entity, and other potential funding
sources are among these entities (National Academies of Sciences, Engineering, and Medicine,
2017). Studying cannabis is challenging because of the complexities surrounding its scheduling
as a Schedule I narcotic in the United States, and it is still highly stigmatized.
Female entrepreneurs may hesitate to invest in the cannabis market due to a lack of
comprehensive data, presenting a significant challenge. This scarcity of research has resulted in
unreliable estimates and misinformation regarding the potential benefits of cannabis, potentially
undermining consumer confidence. However, there is growing interest in enhancing cannabis
research. Despite these hurdles, researchers in this field are compelled to reaffirm their
commitment to rigor and ethical standards. According to the National Academies of Sciences,
Engineering, and Medicine (2017), researchers must strive to enhance their studies’ credibility,
applicability, and overall quality while promoting equity and integrity in biomedical research. By
adopting broader research methodologies, standardizing data collection, and enforcing stringent
publication standards, cannabis researchers have the opportunity to lead advances in biological
and educational research and address this significant, ongoing issue.

38
Cannabis’s classification as a Schedule I narcotic by the federal government, the lack of
commercially financed research, and the difficulty in evaluating its therapeutic value are major
obstacles. Despite this, cannabis study has increased at universities, which may assist in
overcoming these limitations. Female company entrepreneurs are essential to creating unique
cannabis products and services, but to keep pace with cannabis sector growth, research must be
intensified.
State and Federal Barriers
The legal framework in the United States acknowledges two distinct subspecies of
Cannabis sativa. The first category and the most well-known, cannabis, is the substance with
more than 0.3% of the psychoactive component tetrahydrocannabinol (THC). The second
category, sometimes known as hemp, contains less than 0.3% THC (Kavousi et al., 2021). In the
1910s, certain U.S. states banned one or both of these categories of cannabis. The federal
government soon followed suit, first implementing strict regulations in the form of the 1937
Cannabis Tax Act and eventually prohibiting cannabis in the 1970 Controlled Substances Act
(Kavousi et al., 2021).
After California legalized cannabis, many local governments have utilized their land use,
policing, and taxing powers to limit or even criminalize cannabis-related businesses. Such local
actions are often inspired by state-level legislation (Kavousi et al., 2021). Despite state
legalization efforts, cannabis remains classified as a Schedule I substance under federal law,
which prohibits its production, distribution, and use (Kavousi et al., 2021). This classification
creates a legal conflict between federal, state, and local levels. According to state regulations,
businesses involved in the sale, transportation, possession, or cultivation of cannabis must secure
a state license per California Department of Public Health guidelines before beginning

39
operations. This regulatory environment makes it particularly difficult for entrepreneurs,
especially women, to access financing and other financial services.
The federal tax policy on cannabis also prevents cannabis firms from offsetting a major
percentage of their operating expenses, thus making it hard for them to compete with other
sectors. According to Kittel (2018), venture capitalists and other investors are often reluctant to
invest due to the legal landscape’s lack of clarity, making it difficult to access capital and
resources. Thus, prospective women entrepreneurs in California face these stumbling blocks that
impede their entry and growth in the cannabis sector.
Gender-Based Discrimination
As has been discussed in this study, female cannabis entrepreneurs face significant
obstacles due to gender prejudice, especially in California. Women are more likely to experience
gender-based discrimination in male-dominated industries (Kittel, 2018). Stereotypes about
women make it challenging for women to network and forge relationships—two crucial elements
of professional success. Their difficulty in networking and communicating with others may also
limit their access to money, resources, and other essential growth opportunities.
Federal illegality creates financial obstacles for the cannabis industry. Over 99% of
American financial institutions, such as banks and credit unions, are forbidden from providing
financial services to cannabis businesses due to federal regulations (Kavousi et al., 2021). These
institutions are required to report any suspicious transactions to federal authorities. Furthermore,
many insurance companies, constrained by federal laws, refuse to cover cannabis-related
businesses. Cannabis firms are also ineligible for bankruptcy protection and federal tax benefits
available to other industries (Kavousi et al., 2021). As a result, cannabis businesses are often
viewed as high-risk investments, heavily reliant on cash transactions. This reliance complicates

40
payments to suppliers, employees, and tax authorities and limits the traceability and auditability
of financial transactions (Kavousi et al., 2021). These conditions pose some of California’s most
significant barriers to potential women entrepreneurs.
In recognition that the cannabis sector, which formerly had a disproportionately high
ratio of female CEOs, now has fewer women in influential positions than the U.S. average, there
is a need to address this issue. In order to close this gap, policymakers and stakeholders should
prioritize gender-based discrimination in the cannabis industry. This can include putting laws
and rules into place to support gender parity, developing training and educational initiatives to
raise awareness of unconscious biases, and advancing inclusion in the workplace. According to
Holden and Edelman (2021), the sports gambling business is a model for policing vice industries
and may guide the establishment of a legal system that places a high value on social fairness and
inclusion. Indeed, the number of opportunities directly correlates to the power held. Having more
women in positions of authority will also contribute to this. Moreover, women are
disproportionately affected by inadequate access to capital compared to men. The vast majority
of financial institution leaders and investors in venture capital are men, and research has shown
that men are substantially more likely to provide capital to other men (Bodnar & Westerbur,
2023). Therefore, expanding the banking choices available to the industry will make the business
safer and contribute to greater gender parity in the financing sector.
Inequality in Access to Finance
The lack of financial resources and banking services is the most significant obstacle to
women’s entry into the cannabis market. This is why policymakers and stakeholders should
concentrate on developing financing possibilities that are primarily geared toward women
entrepreneurs in the cannabis business. Some efforts have been made in this area, as legislation

41
has been passed to foster equality and creativity in the hemp industry by leveling the field for
cannabis entrepreneurs (Herrington, 2022). This is especially relevant given that U.S. Senator
Jacky Rosen, a Democrat from Nevada, recently sponsored a bill that would allow firms
involved in the strictly controlled sale of cannabis to receive financing and other financial
services from the federal Small Business Administration (Herrington, 2022). The Fair Access for
Cannabis Small Businesses Act and the Secure and Fair Enforcement (SAFE) Banking Act
would provide a vibrant startup environment for a wide range of players that should help
increase women’s participation in the industry.
Knowledge, Skills, and Motivation
Women entrepreneurs may struggle to start and grow their cannabis enterprises due to a
lack of specific expertise and abilities. Numerous studies have shown that women, on average,
have less self-confidence than men. Many women believe they lack the skills and experience to
start their own business, which makes them fear failure and lowers their confidence (Youth
Business Opportunity, n.d.). This gap may stem from inadequate access to educational resources,
mentorship programs, and networking opportunities tailored to the industry’s unique needs.
Furthermore, women considering becoming cannabis business owners in California may
feel insecure due to the inherent risks of starting a new company. These women may be
experiencing feelings of insecurity as a result of the reality that the startup industry is fraught
with risk. This reality can be fought or accepted and embraced, promoting entrepreneurs to
execute their goals. Knowledge and skills gaps can affect women entrepreneurs’ ability to make
informed decisions, navigate regulatory frameworks, and scale their businesses in a highly
competitive market. This may result in lower business growth, reduced competitiveness, and
limited expansion opportunities.

42
Motivation is the ultimate driver towards women embracing cannabis entrepreneurial
activities in California. A survey that was issued in 2021 by the National Cannabis Business
Association and the Arcview Group revealed that just 8% of cannabis executives were women.
This is a tiny percentage when compared to the data that MJBizDaily reported in 2019, which
indicated that women constituted just under 37% of executive roles in the cannabis industry as a
whole (Mattio & Paxhia, 2021). Additionally, compared to their younger counterparts, women
entrepreneurs over the age of 40 are driven more by the hope of achieving financial success in
their businesses. They are motivated to achieve their goals by the money they earn and the need
for flexibility and autonomy in their profession (Pidikiti, 2019). However, male and female
workers have different views on what should be prioritized and what should inspire them to
perform at their best. Women cannabis entrepreneurs with motivation gaps may have low
competence and entrepreneurial ambition, ultimately leading to fewer women-led businesses,
limiting innovation and diversity within the industry.
Policymakers and stakeholders should place a high priority on promoting the cannabis
industry’s positive social effects and providing assistance and resources for female entrepreneurs
who are enthusiastic about the plant in order to encourage these distinctive motivations and
traits. This encouragement can include developing training and educational initiatives to support
the cannabis industry’s adoption of ethical and sustainable business practices. Training and
support in entrepreneurship can assist women business owners in overcoming the obstacles they
encounter while operating their companies, which in turn can increase the overall profitability of
the firms and their general sense of fulfillment (International Labour Organization, n.d.).
According to Arana and Sánchez (2016), cannabis social clubs can improve industry benefits by
providing a space for community participation and education. In the California cannabis sector,

43
men and women receive unequal venture money, which is unfortunate as women need to be able
to create, build, and maintain profitable enterprises to achieve the freedom and equality to which
they are entitled (Cherie Blair Foundation for Women, 2023). Financial independence is
therefore a prerequisite for achieving this freedom and equality.
Opportunities for Female Entrepreneurs
Despite the difficulties experienced by female business owners in the cannabis sector,
there is still reason for hope. The unfavorable impression of the cannabis business may lessen as
it becomes more regulated and acknowledged, providing greater chances for women to work in
the industry (Nagourney & Lyman, 2013). Several new funds have been launched to invest in
cannabis businesses led by women as more investors become aware of their potential and
initiatives to provide networking opportunities and tools exclusively for female cannabis
company owners may help close the gender gap in the sector (Vandermarel et al., 2022).
Additionally, according to Camors et al. (2020), women-run cannabis enterprises have a chance
to have a significant influence on the sector.
The collective strength of women cannabis entrepreneurs in the foreseeable future may be
transformative in developing a more evenly distributed and resilient cannabis sector. However, to
take advantage of women’s potential, it is necessary to invest in them (Cherie Blair Foundation
for Women, 2023). The economic impact of women’s success as entrepreneurs will be
revolutionary and revitalizing. When successful, these women will reinvest in their communities
and the entrepreneurial ecosystem on a broader scale.
Theoretical Framework
Incorporating theory into this body of work is a powerful lens and essential to scientific
research. To put it in the simplest terms possible, observations of a phenomenon involving

44
women entrepreneurs in California led to informed speculation regarding how their experiences
happened. There is a consensus that explaining how something operates is crucial, and this value
extends beyond the pursuit of understanding in and of itself. Explanations have the potential to
result in solutions. If researchers do not understand what went wrong, they cannot solve
women’s problems in the cannabis industry. As such, researchers need to understand how and
why women in the entrepreneurial area confront obstacles in the first place to help them navigate
the wildly gendered and compartmentalized world in which they operate. To intervene in the
process requires first understanding it fully.
In the application of the theoretical hypothesis regarding women’s entrepreneurial
endeavors, it is essential to understand that if women had equal access to the resources that are
readily accessible to men, such as higher education, job experience, and other financial
resources, women would operate comparably (Ali, 2018). This is because the manifestation of
entrepreneurialism as a growth-oriented behavior is culturally masculine. Kittel (2018) affirmed
that as the completion of the legalization of cannabis draws closer, making the business fully
functional, a school of thought is that women will have an open door to pursue leadership roles.
However, social institutions and gender norms shape women’s roles in the sector, which has
been largely overlooked. It is also vital to note that California’s cannabis industry’s female
business owners boost the state’s economy.
Women-owned firms differ in some respects from their men-owned counterparts. Most
women start their businesses later in life than men, but the personalities and experiences they
bring to the table are similar to those of their male counterparts (Ali, 2018). Their challenges,
objectives, methods of getting started, administrative and entrepreneurial prowess, and
educational and occupational backgrounds vary greatly (Ali, 2018). Thus, these women must

45
receive equal resources as men in the same field. This also requires reducing the dominance of
the male perspective in the profession to facilitate women’s entry into the field.
Those business owners who have done things independently make entrepreneurship
shine. This is consistent with phenomenology’s emphasis on people’s experiences to illuminate
the world (Raco & Tanod, 2014). In the end, it is the individual who gives the world and reality
its significance. Each person thinks of the world in their own unique way. Additionally,
phenomenology can be used to study entrepreneurship in this case (Raco & Tanod, 2014). Any
entrepreneur will be driven and inspired by meaning drawn from phenomenology. Through this
lens, prospective women entrepreneurs can learn from cannabis women entrepreneurs already
established in California and the diverse strategies they employed to succeed in the business.
In general, including phenomenological theory in research gave a comprehensive
framework for understanding the experiences, motivations, and obstacles faced by women
entrepreneurs working in the cannabis sector. This approach has enabled identification of the
underlying reasons for performance inequalities and suggested evidence-based interventions to
support women entrepreneurs in overcoming obstacles to their success. Figure 1 illustrates the
process of phenomenological research.

46
Figure 1
The Phenomenological Concept
Note. Based on Research Design: Qualitative, Quantitative, and Mixed Methods Approaches
(5th ed.), by J. W. Creswell and J. D. Creswell, 2018, SAGE Publications.
Conclusion
Despite being male dominated, California’s cannabis business has seen a rise in female
entrepreneurs. This development may be due to cannabis legalization and regulation, a better
awareness of its advantages, and more tools and support for women entrepreneurs. Indeed, the
existing initiatives aimed at empowering women economically are insufficient to clear all the
hurdles that stand in the way of women entrepreneurs in the cannabis sector. Female company
owners frequently need help gaining access to financial and human capital, which stymies the

47
expansion of their firms. Women are subject to culturally ingrained restrictions that can
psychologically and physically impact women’s autonomy, aspirations, and objectives. The
ability of women entrepreneurs to achieve success is contingent not only on their individual
characteristics and business acumen but also on how supportive institutions and other players are
and their ability to find ways to circumvent significant barriers. Moreover, the continued support
of women’s empowerment in the cannabis industry is contingent on the durability and efficiency
of program interventions and an ongoing policy pledge to inclusiveness and equality.

48
Chapter Three: Methodology
This phenomenological study explored women entrepreneurs’ lived experiences in the
cannabis industry. This approach was chosen as it focuses on meticulously examining
participants’ lived experiences and explores their personal experiences and perceptions of objects
or events rather than providing an objective statement about the phenomena. The study
acknowledges that the crux of the matter lies in the participants’ perspectives, emphasizing the
insignificance of the researcher’s preconceptions. The study was designed to gain insights into
the motivations that drive women to enter the cannabis business, the external variables that may
influence their experiences, and the supportive measures that organizations in the sector can
undertake. By focusing on the participants’ interpretations and reflections, I could construct a
rich narrative that adds depth to the understanding of women entrepreneurs’ engagement in the
cannabis industry.
The phenomenological research design in this study aligns with the normal characteristics
of phenomenological research, including a focus on the audience’s interpretation, a lack of
researcher bias or prior influence, descriptive emphasis on research insights, and connecting
objectivity with lived experiences (Creswell & Creswell, 2018). The research centers on what the
experience of being a woman entrepreneur in the cannabis industry means to the participants and
prioritizes the subjective interpretations and significance attached to their lived experiences. I
adopted a stance of openness and impartiality, setting aside any preconceived notions. The
primary focus is on the genuine experiences of the participants without the interference of the
researcher’s biases (Mayoh & Onwuegbuzie, 2020). Because the study is an in-depth,
comprehensive exploration of the lived experiences of women entrepreneurs, it provides the
readers with a vivid understanding of the phenomena under investigation. The research presents

49
a balanced perspective by combining the researcher’s observations with the participants’
interpretations.
The research setting section describes the study’s environment to provide background
information on aspects that might affect the study’s findings (Zhang et al., 2021). The role of the
researcher is then discussed, including possible biases and how they were reduced. The
subsequent sections extensively analyze the data sources, participants, tools, and methodologies
employed in the data collection process. The procedures employed for data collection are of
utmost importance, as they guarantee the relevance and comprehensiveness necessary for
addressing the research challenges at hand. The techniques used to interpret the data gathered are
described in the section on data analysis. The section includes a description of how the data were
changed into insightful knowledge directly affecting the study’s conclusions.
This chapter concludes with a discussion on ethical considerations and the measures
implemented to ensure the research respected participant confidentiality and value, as outlined
by Albahri et al. (2023). These measures included maintaining privacy, securing informed
consent, and properly handling data storage and usage. Additionally, the chapter details the
research methods used, confirming that the study’s findings are based on ethical, reliable, and
sound practices for data collection and analysis.
The Research Questions
Research Question 1: Lived Experiences and Motivations of Women Cannabis
Entrepreneurs
Research Question 1 was the following: What are the lived experiences and motivations
of women cannabis entrepreneurs in their journey of starting and growing their businesses?
People act in ways that are consistent with who they are, stand up for who they are when they are

50
threatened, and do not easily change who they are, even when facing severe consequences
(Klein, 2016). The research posited that transitioning from the legacy to the legal cannabis
market will be more difficult for women entrepreneurs; what does this say about the
determination of the female cannabis entrepreneur? Female entrepreneurs have made significant
strides in opening enterprises, but there are significant issues in starting a cannabis business,
including family obligations, biases, and gender roles. Making it even more challenging is the
lack of support, funding, and mentorship (Swart, 2022).
Research Question 2: Attributes of Success in Women Cannabis Entrepreneurs
Research Question 2 was the following: To what do women company owners in the
cannabis market attribute their success? Female business operators in the cannabis industry often
emphasize the unconventional means they have used to succeed (Evans et al., 2020). Two
potential responses they may provide are tenacity and resolve; women business owners often
discuss being resilient and determined while facing challenges (Jaim, 2021). Their determination
to see their endeavor through to completion is unwavering. They persevere in their efforts, roll
with the changes, and never abandon their objectives.
Research Question 3: Perceptions and Navigation of Barriers and Challenges
Research Question 3 was the following: How do women cannabis entrepreneurs perceive
and navigate the barriers and challenges they face in the cannabis industry? Women
entrepreneurs face bias and discrimination in their quest for funding and barriers to entry that
most other industries and their male counterparts do not contend with (Liao et al., 2024). Many
female entrepreneurs have discovered that aggressively seeking out and supporting other women
in the field is beneficial. Their impact through leadership, ideas, and problem-solving techniques
may influence their growth and leadership.

51
Overview of the Design
The research design for this qualitative study encompassed two distinct components
semistructured interviews and document analysis. The first part of the research design involved
conducting semistructured interviews with women cannabis entrepreneurs. This qualitative
approach deeply explored their lived experiences, perspectives, and motivations in starting and
running their cannabis businesses (Morris et al., 2006). The semistructured nature of the
interviews provided flexibility to explore specific themes and delve into individual experiences
while still maintaining a consistent line of inquiry (Creswell & Creswell, 2018). These
interviews gathered rich, detailed data, offering valuable insights into women entrepreneurs’
unique challenges, strategies, and successes in the cannabis industry (Gupta & Mirchandani,
2018).
The second step In the study design was document analysis, which included looking at
market research, industry publications, and government and regulatory materials. With this
method, it was possible to explore more extensive contextual elements, such as broader market
trends, industry dynamics, and legal and regulatory frameworks, offering essential insights into
the greater socioeconomic setting where female cannabis entrepreneurs operate (Pathak et al.,
2013). These records provided a thorough grasp of the outside influences influencing women’s
experiences in the cannabis sector (Thomas, 2006).
A comprehensive understanding of women’s experiences in the cannabis industry and the
broader contextual factors affecting their entrepreneurial journeys was achieved by integrating
two research methods, as described by Denzin et al. (2023). This approach enhanced the study’s
design by thoroughly exploring each research question. Qualitative interviews yielded detailed,
nuanced insights into the personal experiences of women entrepreneurs. Meanwhile, document

52
analysis offered a wider perspective by evaluating the industry and regulatory environment.
Together, these techniques facilitated a holistic view of the lived experiences of the participants,
as discussed by Braun and Clarke (2013). Both methods of interviews and document analysis
were used for each research question.
Research Setting
Semistructured interviews were conducted as part of the research setting for this study
using interactive computer software. The use of computer software, such as video conferencing
platforms like Zoom, has grown in popularity in qualitative research because it provides a
practical and adaptable way to conduct interviews with participants, independent of their
locations (Braun & Clarke, 2013). This method enabled me and the participants to connect
virtually, enabling extensive, dynamic discussions that produced in-depth insights into the lived
experiences of female entrepreneurs in the cannabis sector. The organizations included in the
study were purposefully selected to ensure diversity and representativeness to capture a range of
perspectives and experiences within the industry (Pathak et al., 2013). By encompassing a wide
range of businesses, I intended to expand the relevance and transferability of the findings to
different contexts and settings, providing insights that could instruct and benefit many
stakeholders in the area (Creswell & Creswell, 2018).
The Researcher
This study’s lead investigator is a doctoral student at the University of Southern
California and a seasoned entrepreneur. I provided a unique perspective and expertise to this
study, with a thorough awareness of the entrepreneurial landscape and a love for researching
women’s experiences in the cannabis sector. As the lead investigator, I was responsible for
assuring the research process’s integrity, following ethical rules, and completing a thorough

53
analysis of the collected data. I hoped to contribute to the current body of studies in this sector by
providing significant insights into the lived experiences of female cannabis entrepreneurs.
Data Sources
This research used qualitative data-gathering techniques to gain a comprehensive picture
of the role and experiences of women entrepreneurs in the cannabis sector. A broader perspective
and more nuanced insights can be gained by using a multimethod approach, allowing data
triangulation for greater validity and dependability (Farquhar et al., 2020; Roller & Lavrakas,
2021). This method enhances knowledge of the complicated topic under investigation and
enables the confirmation of results via several perspectives. Semistructured interviews and
document analysis were the two primary data sources for this study. Each approach added
something special to the study, enhancing the information gathered and offering various
viewpoints on the research issues.
Method 1: Semistructured Interviews
Semistructured interviews over the Zoom platform were the main form of data collection
for the study. The participants were each invited to the interviews through email notifications
through which they set the most appropriate time they were ready for the interviews. After the
scheduling, they were sent the Zoom invite link that enabled them to connect to me. The
interviews, chosen since they could provide detailed qualitative data and the varied perspectives
of female commercial enterprise owners, took between 50 and 90 minutes, depending on the
participants’ engagement level. Women business owners in the cannabis sector were the subjects
of the interviews, and they provided insightful information about their motivations, experiences,
difficulties, and tactics (Radcliffe et al., 2021). By giving voice to each woman’s story, these
interviews enabled a firsthand understanding of these women’s distinctive paths in the cannabis

54
business. According to Alamri (2019), semistructured interviews are a popular qualitative
research technique for analyzing people’s stories, viewpoints, and comprehension of a specific
topic. With this method, I dove deeply into the respondents’ ideas, emotions, reasons, and
problems, yielding insights that greater formal information-accumulating strategies could not
reveal. The interviews concentrated on the respondents’ perceptions and motivations for
engaging in the cannabis industry and any significant external influences they experienced.
The interviews also inquired about the participants’ views on how cannabis enterprise
corporations could better assist women entrepreneurs. These interviews provided deeper
information by permitting the participants to tell their stories in their own words. The semistructured nature of the interviews enabled the exploration of any unexpected topics, as the
participants were able to expound on their stories and views. This method therefore efficaciously
captured the subtleties and complexities of the study by providing the interviewer with useful
information on the targets, demanding situations, and strategies of women entrepreneurs with
cannabis commercial enterprises.
Method 2: Document Analysis
Document analysis was a key research technique for collecting reliable data from
numerous documents. It was beneficial for compiling demographic information, assessing
context or consequences, and spotting trends in a number of papers. A literature review of
diverse sources was conducted first to establish a foundation for understanding the research
landscape on the phenomenology of women entrepreneurs in the cannabis industry. The aim was
to identify relevant scholarly articles, research papers, and other documents that delved into the
lived experiences of women navigating the complexities of entrepreneurship in the context of the
cannabis sector (Krause & Pullman, 2021). It also involved examining existing research on the

55
cannabis industry to comprehend the unique challenges and opportunities it presents. Through
this initial phase, I sought to gain insights into the theoretical frameworks and key concepts in
prior studies. The analysis aimed to gather extensive quantitative and qualitative data on the
characteristics of women entrepreneurs in the cannabis industry, their business profiles, and their
perceptions of the factors that contributed to their success, as reflected in their company records,
reports, and other business documents.
I employed this approach because it was far more efficient in gathering data from many
documents, filing numerous views and stories, and in spotting patterns or traits in the population
of files. The document analysis provided a complete picture of the landscape of female
entrepreneurs in the cannabis industry. By combining the qualitative information from the
document analysis with the rich, qualitative data gathered via semistructured interviews, the
research provided a comprehensive picture of women’s entrepreneurship in the cannabis industry
(Rudnicka et al., 2020). I also accessed various data and insights by reviewing regulatory and
governmental papers, business reports, and market research. Legislative acts, policy papers, and
license requirements are examples of the government and regulatory documents that provided
context for the legal and regulatory environment surrounding the cannabis sector. Market
research and industry studies provided useful information on market trends, consumer behavior,
and commercial prospects in the cannabis industry (Krause & Pullman, 2021). These document
sources enabled examination of the overall industry environment and pinpointed crucial elements
that affect the prospects and experiences of female cannabis entrepreneurs. Including document
analysis in the data collection process enhanced the validity and reliability of my conclusions,
thereby contributing to a more comprehensive and robust study (Krause & Pullman, 2021). The
inclusion of document analysis in this study was also justified by the realization that women’s

56
experiences in the cannabis sector are impacted not only by their own knowledge and motivation
levels but also by the particular operational and environmental conditions in which their
enterprises are situated. Document analysis, carried out by concentrating on a few chosen
organizations, provided a more detailed understanding of these aspects and their interaction. It
also supplemented the information gathered via semistructured interviews, giving a more
comprehensive perspective of the phenomenon under inquiry.
The Participants
Purposeful sampling, which is beneficial for research that aims to acquire in-depth
insights into a particular subject or issue, guided the selection of participants for this study: I
intentionally selected people with in-depth knowledge of the phenomena under inquiry. The
inclusion criteria for the participants were that (a) they were women, (b) they were founders of or
partners in a cannabis-related company, and (c) they had been operating a cannabis business for
at least 5 years. First, I searched for participants in organizations with female founders in
enterprise databases, networks, social media websites, and personal guidelines. A screening
procedure followed in which prospective participants were contacted to check their eligibility
according to the criteria described above (Salameh et al., 2020). The final sample consisted of
those who satisfied the requirements and were interested in participating in the research. The
study’s recruitment goal of 12 participants was attained (Guest et al., 2020). Tables 1 and 2
contain basic information about the participants. All names are pseudonyms.

57
Table 1
Participants 1–8 Demographic Information
Participant Age Background Role/title Entrepreneurial
ventures
1. Daisy Not
specified
Cannabis
entrepreneur
since the 1980s
Chef, entrepreneur,
cofounder of a
cannabis resort,
TV network
initiator
Edibles, TV
network,
cannabis resort
2. Lantana Not
specified
Public relations
(PR),
entrepreneur
Founder PR and media
group; Spanish
news site;
women’s network
for cannabis
business
3. Sunflower Not
specified
Founder and chief
executive officer
(CEO) of
consulting
company
CEO Consulting,
entrepreneurship,
dispensary
business
4. Poppy Not
specified
Entrepreneur,
founder and
CEO, cannabis
delivery service
Cannabis
entrepreneur
Cannabis delivery
5. Magnolia 67 Media, educational
cannabis
founder
Founder, educator Soulful Catharsis
6. Zinnia Not
specified
Culinary
professional
Founder, chef Cannabis-infused
soul food
7. Orchid 56 Cannabis Industry
Association
(pseudonym)
The Cannabis
Industry
Association
The Cannabis
Industry
Association
8. Tulip 47 Cofounder of
photo agency
Cofounder, photo
agency
Educational
organization,
photo agency

58
Table 2
Participants 9–12 Demographic Information
Participant Age Background Role/title Entrepreneurial
ventures
9. Lily Not
specified
Managing editor Managing editor,
news group
focused on
cannabis and
women’s health
Legal cannabis
industry
10. Dahlia 40–50 Managing editor Managing editor for
a publication
reviewing cannabis
industry, MJBiz
Education, data,
networking,
marketing and
business consulting,
public health
11. Lotus 40–50 Chief knowledge
officer at data
company,
founder and
CEO
Chief knowledge
officer, founder
and CEO
Data company,
consultancy
12. Rose 40–50 Chief knowledge
officer at a data
firm, founder
and CEO of
another
Chief knowledge
officer, founder
and CEO
Data firm, another
company
Daisy (Participant 1)
The first participant is the CEO of a cannabis resort. She began her cannabis journey in
the 1980s, initially viewing cannabis as medicine. She started as a chef, exploring the creation of
edibles due to personal experiences with the plant’s benefits, and unintentionally entered the
cannabis business in the early 2000s with the establishment of an edibles company. She also
initiated the first cannabis-based TV network on Roku TV in 2013, focusing on education
through cooking and medication shows. She is currently engaged in the cannabis industry

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through networking, cultivation, and delivery services. She is the cofounder of a cannabis resort
in the West Indies that provides clean, effective medicinal services. Her family background
includes being the firstborn on a Japanese strawberry farm and having relatives who experienced
the American concentration camps during World War II. She is actively involved in various
organizations, including the National Organization for the Reform of Marijuana Laws and the
Cannabis Chamber of Commerce, focusing on legislative movement and business development.
Her other community initiatives include engaging in public lectures and educational events and
participating in various cannabis-related activities. She currently hosts a TV dining experience
and has written for publications such as Edibles Magazine and Weedmaps Cincy Magazine. Her
earlier experiences with the plant include exploring the connections between cannabis and
psychedelics, as she shared her personal experiences with microdosing and weight loss.
Lantana (Participant 2)
Lantana started in PR before moving into the cannabis industry. From a young age, she
showed entrepreneurial tendencies, organizing businesses with friends in the neighborhood. She
went to a community college with her studies culminating in writing a research paper on the
medical and economic benefits of legalizing cannabis. She had initially pursued international
relations with a focus on Middle Eastern studies but shifted focus after personal tragedies
involving family members’ struggles with opiates. She started her PR firm just before cannabis
gained mainstream attention. At 30, she returned to school at the University of Pennsylvania to
formalize her education to overcome previous barriers. She entered the cannabis industry when
Colorado passed recreational cannabis laws and received a job offer from a cannabis company.
Her first experience in the cannabis industry was with a crowdfunding platform that connected
accredited investors and cannabis entrepreneurs. She launched her first PR firm, focusing on the

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cannabis and hemp-related industries. She recognized the need for a PR campaign to change
public perception about cannabis and actively contributed to influencing the industry’s image.
She became involved in creating media sources specific to business and finance within the
cannabis sector and cocreated a newswire to overcome restrictions on terminology in press
releases related to cannabis and other industries. She also ventured into the development of a
high-end cannabis-infused, alcohol-free wine. She launched a successful Spanish news site
covering cannabis, psychedelics, and lifestyle in Latin America. She initiated a women’s
network to connect female cannabis entrepreneurs with resources and opportunities. She
advocates for advancing female entrepreneurship as a way to fight against the patriarchy. In
reflecting on the past 10 years, she expressed disappointment in the cannabis industry, citing
environmental concerns and misplaced priorities. She plans to take her entrepreneurial journey
global in the next chapter, focusing on lessons learned and technology developed over the years.
Sunflower (Participant 3)
Sunflower is the founder and CEO of a consulting company. The company consults with
companies at various stages, from startups to those with up to $350 million in revenue, helping
build infrastructure for rapid scaling. Sunflower’s entrepreneurial journey has been deeply
intertwined with her own health challenges and her positive experience with cannabis, which led
her to join the industry in 2015 when she applied for a license. She became involved with a
women’s cannabis business organization and later became its CEO. She highlights the need for
more representation from various demographics, including women of color.
Poppy (Participant 4)
An inherent entrepreneur, Poppy resides in Las Vegas, where she established a
pioneering cannabis delivery service. Raised in a professional family—her mother a physician

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and her father a business executive—she always preferred leading rather than following. She
thrives on assembling teams, solving complex problems, and seamlessly fitting the pieces of a
business puzzle together. Her profound connection to cannabis and frequent references to a
higher power (God) indicate a spiritual or religious depth that influences her entrepreneurial
journey.
Magnolia (Participant 5)
Magnolia firmly positions herself not just as a businessperson in the cannabis space but
as an entrepreneur whose portfolio includes cannabis due to its profound personal significance.
She attributes her path to embracing cannabis to the plant’s role in her recovery from
developmental trauma. She recounts her first encounter with the substance during her collegiate
years, a pivotal moment that introduced her to a means of coping with severe anxiety. Now in her
60s and residing in Portugal, she looks back on a life marred by challenges, including abuse and
rejection, which laid the groundwork for her long-standing reliance on cannabis as a source of
emotional solace and stability.
At the core of her entrepreneurial drive is “Soulful Catharsis,” a method she champions
that focuses on embracing and navigating challenging emotions. This belief in cannabis’s
therapeutic ability—to not just avoid emotions but to deepen and enhance emotional
processing—guides her. Soulful Catharsis teaches that true healing comes from fully
experiencing one’s feelings and using them as a catalyst for personal growth and well-being.
Despite challenges from societal expectations and digital constraints, she uses the internet to
share her philosophy and empower others. Her story transcends business success, highlighting
her dedication to helping others heal emotionally through cannabis and psychedelics.

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Zinnia (Participant 6)
Zinnia lives in the Santa Barbara/Goleta area of California. Originally from a small town
in Louisiana, she grew up as a Jehovah’s Witness for about 27 years. She has struggled with
chronic health issues, including seizures (about 10–15 per week) and a genetic blood condition
that results in fatigue due to the inability to produce blood cells. Her journey with cannabis
began when she was offered cannabis recreationally during a business trip in Louisiana. This
introduction to cannabis coincided with a significant improvement in her health, leading her to
become one of Louisiana’s first medical cannabis patients. Motivated by personal experiences
and the positive impact of cannabis on their health, she decided to combine her passion for food
by attending culinary school and launching a cannabis-infused soul food business. The
participant is actively engaged in the cannabis community, participating in organizations like
Minorities for Medical Marijuana and the National Cannabis Industry Association.
Orchid (Participant 7)
Orchid is the executive director of the Cannabis Industry Association (a pseudonym), one
of the nation’s first trade organizations dedicated exclusively to educating, advocating,
empowering, and networking minority people in the cannabis industry. She is engaged in
networking with tribal communities involved in the cannabis industry and addressing challenges
such as predatory actions by bad actors in the cannabis industry that target tribes. She developed
an understanding of the cannabis industry from a young age due to her parents’ involvement in
the black market, and she started trading or selling cannabis in high school to meet personal
medicinal needs and provide for friends. Gradually, she transitioned to her own cannabis sales
after high school. She is an enrolled tribal member and descended from the Delaware Nation.
Growing up in a household where cannabis was a way of life contributed to her early

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understanding of the economics of the plant. She initially struggled with the smell of smoked
cannabis, especially during long road trips, but started consciously consuming cannabis in high
school to alleviate anxiety related to basketball games. Initially, she had mixed emotions about
balancing athletic commitments with cannabis use. While she acknowledged the medicinal
benefits of cannabis for anxiety and nausea during her pregnancy, she abstained to avoid
potential legal issues.
Tulip (Participant 8)
Tulip, a seasoned entrepreneur, began her journey into the cannabis industry on January
15, 2015, inspired by a personal moment with her sister, who has an autoimmune disease and
was visiting from overseas to explore cannabis for relief. Having been sober from alcohol for 10
years, Tulip was initially cautious about venturing into the cannabis industry. However, she was
motivated by the lack of professional imagery associated with cannabis users, as most photos
depicted negative stereotypes. Disturbed by these portrayals, she founded her photo agency,
which specializes in positive and diverse cannabis-related images. This venture not only
challenged existing stereotypes but also diversified the representation of cannabis users to
include various demographics, such as the LGBTQ community and elderly individuals. Tulip is
committed to transforming the visual narrative around cannabis and addressing broader social
issues like racism within and beyond the industry. As she navigates the evolving challenges of
the cannabis market, she remains a trailblazer advocating for better representation and equity in
the industry.
Lily (Participant 9)
Lily is a cofounder of an educational and marketing news group focused on cannabis and
cannabidiol, or CBD, for women’s health and wellness benefits, as well as on overcoming

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banking challenges associated with cannabis. She has experience in running both marketing and
social media agencies. She has an extensive entrepreneurial background, starting businesses,
including a full-service internet company in the 1990s. She began exploring the cannabis
industry after suggesting it to a friend with a PR firm. At first, she was hesitant due to ingrained
stigma and fears, especially regarding the psychoactive effects. Still, she became interested in the
cannabis industry in 2016 during the legalization process in Alaska. She has had positive
experiences with cannabidiol, or CBD, particularly in addressing menopausal symptoms,
arthritis, and insomnia. She has also created a network of leaders who host monthly meetings in
various cities to provide safe spaces for women to discuss cannabis.
Dahlia (Participant 10)
Dahlia is the managing editor for a magazine reviewing and covering the cannabis
industry's business aspects. With a background at MJBiz focusing on data, finance, and
underrepresentation, she transitioned to the cannabis sector out of necessity but was drawn to the
excitement of a legal industry evolving from an illicit one. Her role involves comprehensive
research and analysis, particularly regarding gender and racial underrepresentation. She shared
experiences such as witnessing federal legalization and the ongoing challenges of diversity in
leadership. Although she does not personally use cannabis due to adverse reactions, she respects
its use and is committed to advocating for fair representation within the industry. Her
professional development is sustained through extensive reading, networking, and participating
in women-focused summits. She attributes her success to adaptability in a dynamic industry and
observes significant gender inequalities, particularly in funding and leadership roles. She
emphasizes the importance of separating work from personal life for mental well-being. As a
respected journalist, she aims to raise awareness about industry issues and support women

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through networking and mentorship, creating platforms for women to thrive and achieve
visibility in the cannabis business.
Lotus (Participant 11)
Lotus is a businesswoman and the founder of a consultancy with a presence in Colorado,
Texas, and Oregon. Her expertise lies in providing consulting services to both licensed cannabis
businesses (including cultivation, labs, manufacturing, and dispensaries) and ancillary
companies, focusing on compliance, operations, and educational content, and particularly on
employee training. She was not initially a cannabis consumer due to anxiety and discomfort with
the plant. Still, when she moved to Colorado for graduate school in public health and sexual
education, she suffered from mental illness and took multiple pharmaceuticals in her search for
alternatives. She eventually obtained a medical card and experimented with cannabis, eventually
finding relief and reducing pharmaceutical use. She transitioned from a skeptical cannabis user to
a passionate advocate after experiencing the plant’s life-changing benefits. She began working
part-time in a dispensary as a graduate student and later became a corporate trainer. She
gradually shifted into freelancing, attracted clients, and launched a consultancy with her husband
after they met at a cannabis industry event.
Rose (Participant 12)
Rose is a 47-year-old woman with a diverse professional background that spans
academia, public policy, and entrepreneurship. She is chief knowledge officer at a data and
analytics company serving the legal cannabis industry. She has over 2.5 years of experience in
this role, initially serving as Vice President of Public Policy and Research. In addition to her
corporate role, she is the founder and CEO of her own venture established in 2020. She operates
the company as a one-woman show, emphasizing her entrepreneurial endeavors as a C

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corporation. She also engages in harm-reduction efforts, aiming to provide accurate and sciencebased public health information on psychoactive plants, particularly cannabis. She initiated
cannabis-related work in the late 1990s, focusing on research and academia, starting with a
doctoral dissertation in 2005 on early medical cannabis dispensaries in the San Francisco Bay
area—a dissertation that led to her PhD. Her shift from academia to entrepreneurship and
corporate leadership was driven by a commitment to providing objective information and data in
the evolving cannabis landscape. Her initial experiences with cannabis took place in high school,
and she used it during her undergraduate studies to manage depression and mental health issues,
developing a positive relationship with the plant due to its ability to induce euphoria and
relaxation without a loss of control.
Instrumentation
Semistructured interviews were the primary method of data gathering in this study. The
initial protocol is presented in Appendix A. The list of interview questions is located in
Appendix B. Appendix B also includes some of the probes that followed the interview questions
to add to an understanding of the participants’ lived experiences. While guaranteeing that all
interviews cover the same broad topic, semistructured interviews provide flexibility and
adaptation, enabling the researcher to go further into any intriguing or unexpected areas that
come up throughout the interview process (Herold et al., 2021). The approach was especially
appropriate for my research because it enabled me to explore the complex experiences,
viewpoints, and stories of female entrepreneurs in the cannabis sector. The interview process
included a thorough list of open-ended and prospective follow-up questions directly related to
the research topic. Questions asked, for example, for the description of the journey to becoming a
cannabis entrepreneur, any unique challenges or opportunities encountered as a woman in the

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cannabis industry, and how the role of gender is perceived in the entrepreneurship journey?
Intentionally broad and open ended, these questions encouraged respondents to express their
unique experiences and viewpoints, helping me to better understand the lived reality of female
entrepreneurs in the cannabis sector.
Data Collection Procedures
The data collection procedures for this study involved two main approaches: semistructured interviews and document analysis, utilizing ATLAS.ti as a data collection and analysis
tool. The semi-structured interviews were conducted to gather rich, detailed insights into the
lived experiences of women cannabis entrepreneurs as they allowed the flexibility to explore
relevant topics and ask questions that went more into depth. Purposeful sampling guided the
selection of participants for this study by intentionally selecting people with in-depth knowledge
of the phenomena under inquiry. The inclusion criteria was that the participants had to be
women, founders or partners of a cannabis-related company, and their businesses had to have
been operating for at least 5 years. The Zoom interviews lasted 50–90 minutes, a period that
allowed for a deep exploration of the participants’ lived experiences. I transcribed the sessions to
create text for analysis. The interviews were conducted through a virtual platform, Zoom,
enabling remote participation and overcoming geographical limitations (Braun & Clarke, 2013).
Additionally, document analysis was employed to examine relevant documents such as business
plans, marketing materials, and industry reports. This approach provided additional context and
supported the interview findings by incorporating a broader perspective and capturing
information that could not be easily obtained through interviews alone (Bowen, 2009). ATLAS.ti,
a widely used online survey platform and qualitative data analysis software, was used to
streamline and manage the data collection process, ensuring efficient data collection and

68
organization (Creswell & Creswell, 2018). The use of software enabled researchers to collect and
analyze data in a systematic and structured manner, enhancing the rigor and reliability of the
study (Creswell & Creswell, 2018).
Data Analysis
As part of the data collection process, important documents were examined. Press
announcements, marketing materials, business plans, articles published in the media, and
postings made by entrepreneurs or their companies on public social media were included. This
information provided more insights into these women entrepreneurs’ public representations,
business plans, and achievements. I systematically examined these materials and sought
recurrent themes or patterns that match the study’s goals (Attia et al., 2020). This included
looking at how these company owners portray themselves and their enterprises to the public and
whether they emphasize or downplay their gender in these representations.
For the goal of objectively assessing the performance of the cannabis enterprises run by
the women entrepreneurs who are part of this research, a rubric was created. This rubric included
several factors, including the company’s financial success, market share, customer happiness,
business growth, and environmental and social impact. I derived a qualitative measure of
business performance by using this rubric for each company’s evaluation, which complemented
the qualitative narratives gleaned through interview and document analysis (Hansen & Jones,
2020). This evaluation also pointed out any elements that have helped women business owners
succeed in the cannabis sector. For instance, do companies that strongly emphasize gender
inclusion do better, or do companies run by women with prior entrepreneurial experience
succeed better? This analysis aimed to represent a broad concept of “success” in this context,
adaptable to many cannabis enterprises.

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The feasibility of these data-collecting tools to address the study topic and their potential
to provide a thorough, all-encompassing picture of the experiences of female entrepreneurs in the
cannabis sector guided their selection. They allowed for development of more thorough and
complex knowledge of this understudied subject using a qualitative approach that integrated
qualitative data (Ho et al., 2021). Whereas the qualitative data from the document analysis and
the rubric offered a more comprehensive overview of common trends, challenges, and successes
among this group, the qualitative data from interviews offered rich, detailed insights into
individual experiences and perceptions. I gained unique insight into gender and entrepreneurship
in the developing cannabis business thanks to this mix of data.
Interviews
The interviews, spanning 3 months, afforded ample opportunity to engage with a diverse
range of prospective participants. Zhang et al. (2021) recommended that each interview session
be allocated a duration of 60 to 90 minutes. This timeframe allows for a comprehensive
exploration of the interviewee’s experiences. Interviews were conducted via the video
conferencing software, Zoom, a strategy adopted to respect the participants’ convenience and
comfort and to encourage more honest, frank replies. All interviews were audio recorded and
transcribed verbatim with the participant’s permission to assure accuracy.
Document Analysis
The document analysis aimed to extract valuable insights into the lived experiences,
motivations, and success factors of women entrepreneurs in the cannabis industry. The criteria
for document selection were grounded in relevance to these key aspects, aligning with the
research’s focus on personal narratives, challenges faced, and factors contributing to success
among women in the cannabis business. The documents were sourced through email inquiries,

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industry databases, social media sites, and mailing lists specific to the cannabis sector. This
diverse approach ensured a comprehensive collection of materials reflecting various perspectives
within the industry. The time allocated for each document analysis, approximately 2 hours,
considered the practical constraints of hectic organizational schedules.
The selected documents underwent a meticulous 2-hour analysis during business hours to
guarantee a thorough examination. Detailed notes were taken, incorporating both descriptive and
reflective elements. Descriptive notes focused on background information, themes, and patterns
identified within the documents. Reflective notes captured my questions, feelings, and ideas,
providing a nuanced understanding of the analytical process. Given the comprehensive
examination of papers and the aim of identifying themes related to personal narratives,
challenges, and success factors, ATLAS.ti was used for the analysis. This tool facilitated the
organization, coding, and analysis of both document data and interview transcripts, allowing for
a systematic exploration of themes that supported and enriched the interview data.
The targeted information sought from the document analysis aligns with the broader
research objectives, including understanding the lived experiences and motivations of women
cannabis entrepreneurs, attributions of success in the cannabis market, and the perception and
navigation of barriers and challenges faced by women in this industry. The meticulous approach
to document analysis, along with potential integration with qualitative analysis tools, aimed to
enhance the depth and rigor of the research findings.
Data Familiarization
Interview transcripts were meticulously reviewed and reread multiple times to thoroughly
comprehend the information. Participants’ accounts from the initial investigation were examined
for any immediately evident trends or discoveries. At this stage, preliminary notes were taken to

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capture first impressions, thoughts, and potential topics for future exploration (Thompson
Burdine et al., 2021). The creation of the initial codes was systematic, utilizing qualitative data
analysis tools. Each transcript underwent a line-by-line analysis, with brief labels (codes) applied
to text segments that encapsulated key ideas or concepts related to our study topics. These codes
served as the foundation for subsequent rounds of analysis to identify and categorize significant
data characteristics.
Finding Themes
After completing the coding process, I started organizing the codes into more general
themes that reflected overarching concepts or patterns in the data. This procedure entailed
analyzing the connections between several codes and considering how they come together to
provide a complete picture of the experiences of female cannabis entrepreneurs (Wanjiru et al.,
2022). This phase was essential for progressing from a thorough comprehension of unusual
reactions to a more comprehensive understanding of general patterns and experiences. The
themes were then thoroughly reviewed to reflect the coded data and the dataset appropriately. To
ensure each theme’s applicability and coherence, it was compared to the coded extracts and the
whole collection of transcripts. A more polished and accurate depiction of the data emerged from
this step as themes were combined, eliminated, or modified.
Defining and Naming Themes
Themes are a foundational aspect of the qualitative study. The views, experiences,
thoughts, values, and emotions that make up themes are held in the participants’ or responders’
minds and cannot be witnessed (Mishra & Dey, 2022). Each theme was described and given a
name after it had been decided upon. This entailed figuring out each subject’s breadth and
substance and creating a short, snappy name that perfectly encapsulated it. To provide a clear

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and thorough explanation of the data, this stage ensured that the themes were not only internally
consistent but also unique from one another.
Making the Report
Summarizing the results was the last step in the analytical process. Each subject had a
thorough description, explanation, and supporting excerpts from the interviewees. This study
provided a complex and thorough knowledge of the experiences of female cannabis
entrepreneurs, stressing both the variety of personal narratives and their similarities (Evans et al.,
2020). I ensured a meticulous, thorough examination of the qualitative data using theme analysis,
which provided deep insights into the perspectives and experiences of female cannabis
entrepreneurs. While anchored in the facts supplied by the participants, this technique permitted
a degree of interpretation that revealed deeper meanings and understandings. The results of the
online document analysis were assessed using the second data analysis technique that employed
qualitative analysis and descriptive and inferential statistics to understand the gathered numerical
data. The acquired data were cleaned and prepared before the analysis. This entailed seeking and
resolving problems, such as absent or inconclusive replies (Biedermann & Kotsoglou, 2021). It
was essential to do this to guarantee the correctness of the analysis that followed.
Developing Hypotheses
Lastly, hypotheses and insights on female cannabis entrepreneurs were developed using
the case study results. This included identifying crucial elements for success, frequent
difficulties, and distinctive approaches these entrepreneurs use. This kind of analysis
complemented the exploratory character of the research and enabled a comprehensive knowledge
of the circumstances surrounding the experiences of female cannabis entrepreneurs (Albahri et
al., 2023). It allowed me to investigate the intricacy of every instance while searching for more

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general trends and insights in several situations. This contributed significantly to the knowledge
of cannabis business entrepreneurship and the role of women in this field.
Validity and Reliability
To answer Research Question 2, I ensured the content validity and reliability of the
document analysis. Content validity was secured by carefully planning the document analysis
methodology to evaluate its intended measure. To ascertain that the data retrieved were relevant
to the study, the analysis had a clear relationship between each document, the conceptual
framework, and the research questions (Molthan-Hill et al., 2019). Purposive and snowball
sampling methods were used in the document analysis to choose the documents. I chose papers
using deliberate selection that, like those referring to female cannabis entrepreneurs, had certain
qualities or contents that were relevant to the study. Snowball sampling assisted in obtaining
more documents when selected documents indicated other sources (Dosek, 2021). To enhance
dependability, I kept the analysis narrow and the interpretation simple. Respondents were
motivated to contribute more conscientiously after being informed of the relevance and goals of
the study. Sending courteous reminders helped people stick to deadlines.
Ethics
It is crucial for researchers using human subjects to respect moral standards and
safeguard the subjects’ rights and welfare. To guarantee that the study was done ethically, the
following steps were taken. Before participating in the study, each respondent received a
thorough informed consent form. This agreement included the study’s objectives, the
participant’s specific responsibilities, any risks or rewards, and their rights, including the ability
to discontinue participation at any time (Elghaish et al., 2020). The study team was present to
answer any questions the participants might have while giving them plenty of time to read,

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comprehend, and think about the information in the form. Consent was presented in writing or
via an electronic agreement by adhering to ethical standards.
Voluntary Participation
The voluntary nature of the research was emphasized to the participants. The participants
were not put under any stress or compulsion to engage in the research; they were told that they
could leave the study at any time with no consequences (Wright et al., 2020). Respecting the
autonomy and independence of the participants was a crucial ethical factor. The participants’
comfort and comprehension of their rights was a top priority throughout the study. Strict secrecy
was enforced to safeguard the participants’ identities and private information. Participants could
rest assured that any reports, articles, or presentations emerging from the research would be
anonymous and that any personally identification information would be changed to pseudonyms
or erased altogether. To further prevent participant identities from being connected to detailed
replies, data were given in an aggregated format. The informed consent form and any subsequent
reminders made this confidentiality agreement explicit.
Recording Permission
Each participant provided their full approval before recording interviews. They were
made aware of the need for the recording, its intended purpose, and its safe storage. They were
also informed that declining to be recorded would not impact their ability to participate in the
research. I made it clear that I respected the participants’ choice not to be recorded and that she
would look for alternate ways to gather data (Hammack-Aviran et al., 2020).
Data Storage and Security
A reliable, secure system was used to store the data gathered, such as recordings,
transcripts, and field notes. They were password-protected and kept on encrypted devices and

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secure cloud-based systems to prevent digital data from being illegally accessed. Physical copies
were kept safe in a locked cabinet that was accessible only to the study team, and only they
accessed the data. A deadline will be set for safely discarding the data in compliance with the
applicable regulations (Creswell, 2014). I have strived to maintain the highest degree of data
security by implementing these procedures, safeguarding the privacy of participants. These allencompassing approaches highlight my dedication to ethical research conduct. These precautions
protect the rights and welfare of the participants and raise the reliability of the study’s results.
Limitations
Limitations are external variables that may impact the results or generalizability of the
study. The respondents’ honesty can be a significant drawback in this research. Despite efforts to
foster a climate of trust and discretion to promote honesty and social desirability bias, the
tendency for specific individuals to put themselves or their enterprises in the best possible light
was still a concern. This could have had an impact on the accuracy of the information gathered.
The possibility of regional variation in the legality of cannabis was another drawback. The
document analysis might not accurately reflect female cannabis entrepreneurs in areas where the
business is strictly controlled or outlawed (Seltenrich, 2019). Furthermore, the study’s
conclusions may not be helpful in the long run because of how quickly the cannabis business
changes. Selection bias also might have impacted the study. Despite the best attempts to compile
a varied sample of female cannabis entrepreneurs, individuals who decided to take part could
have had unique traits that set them apart from those who do not, thereby reducing the
generalizability of the results.

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Delimitations
Delimitations are lines that the researcher draws to specify the parameters of the
investigation. The emphasis on women entrepreneurs in the cannabis sector was a delimitation in
this research. This enabled an examination of this particular group’s unique experiences and
difficulties. However, it also implies that the conclusions would not apply to men or
entrepreneurs in other sectors. The selection of research methodologies and the conceptual
framework, which influenced the kinds of data gathered and how data were understood, were
further delimitators (De Goey et al., 2019). For instance, document analysis and interviews
permitted a thorough knowledge of unique experiences but could have missed larger patterns or
statistical correlations between factors. Similar to how specific interview questions affect the
range of subjects included in the research, other pertinent issues had to be covered. Another
delimitation was the number of people included in the research. Although I tried to include a
wide variety of participants, the sample size might not adequately reflect the diversity of the
community of women cannabis entrepreneurs. Despite these restrictions and limitations, this
research adds to the knowledge base of gender and entrepreneurship in developing sectors by
offering insightful information on the struggles and experiences of women entrepreneurs in the
cannabis market.
Summary
The current chapter thoroughly described the qualitative research design and
methodology used in the study. The choice of research design was guided by a
phenomenological framework, aiming to achieve a comprehensive understanding of the
experiences and perspectives of women entrepreneurs operating in the cannabis industry. The
chapter presented a close, thorough examination of the sampling strategy utilized, which

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involved intentionally selecting participants through purposive sampling. The rationale behind
selecting this approach was to guarantee the incorporation of individuals with diverse
perspectives and experiences, thereby enhancing the depth of insights obtained on the research
topic. Semistructured interviews were employed as the principal approach for data collection in
this study. This approach was selected based on its capacity to offer adaptability and support a
thorough investigation of the participants’ experiences. The interviews were conducted using a
digital platform, specifically Zoom, to facilitate remote participation. The chapter delved into
greater detail on the steps involved in data analysis, such as coding, thematic analysis, and
interpreting the findings. The chapter included the ethical factors and safety measures that were
put in place to protect the privacy and safety of the participants’ personal information and
identities. In the next chapters, I thoroughly explore the data findings, analyze the implications,
and put forth recommendations grounded in the study’s findings.

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Chapter Four: Findings
This phenomenological study investigated women entrepreneurs’ lived experiences,
motivations, challenges, and achievements in the growing cannabis market. Three research
questions guided the research:
1. What are the lived experiences and motivations of women cannabis entrepreneurs in
their journey of starting and growing their businesses?
2. To what do women company owners in the cannabis market attribute their success?
3. How do women cannabis entrepreneurs perceive and navigate the barriers and
challenges they face in the cannabis industry?
The data analysis approach used the phenomenological process described by Creswell
and Creswell (2018), which allowed for discovering the participants’ lived experiences to
provide a wealth of data through subjective perspectives. I used convenience and snowball
sampling to obtain the sample, which consisted of 12 women entrepreneurs in the cannabis
industry, with ages ranging roughly from 30 to 70. Data were collected using semistructured
interviews, each recorded for accuracy and thoroughness, transcribed, and then analyzed to form
emergent themes from inside each instance and across cases. I identified and developed the
themes pertinent to the research questions by analyzing the data to determine and quantify which
codes were the most prominent throughout the interview transcripts and for each participant.
This chapter offers brief descriptions of each of the 12 participants to assist the reader in
acquiring a better grasp of each woman’s distinct perspective on the cannabis industry.
Following the profiles of the participants, the emergent themes are examined in detail under each
research question, using excerpts from the participants’ interviews to reinforce the justification
for each theme. A summary of the important points is presented at the conclusion of the chapter.

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The Participants
The study included 12 women entrepreneurs actively contributing to the cannabis
industry, each bringing a unique background and perspective. Daisy, the CEO of a cannabis
resort, entered the industry through her culinary experiences, establishing a cannabis resort and
engaging in various organizations. Lantana, with a background in public relations, transitioned to
cannabis by cofounding media groups and developing cannabis-infused products. Sunflower, the
CEO of a consulting company, blends entrepreneurship with consulting, emphasizing the
importance of diversity. Other participants include Poppy, a Las Vegas resident with a spiritual
connection to cannabis; Magnolia, a 67-year-old entrepreneur from Portugal focused on healing;
and Zinnia, a California resident whose cannabis journey alleviated chronic health issues and led
to her involvement in the industry. The group also includes Orchid, the executive director of the
Cannabis Industry Association; Tulip, a cannabis health and wellness professional and cofounder
of a photo agency; and Lily, a cofounder of an educational and marketing news group focused on
cannabis and women’s health. Additionally, the study features Dahlia, a cannabis industry
observer; Lotus, a consultancy founder who experienced a personal transformation; and Rose,
the chief knowledge officer at a data company, who emphasizes harm reduction and the
dissemination of objective information.
Themes
Aligned with the research questions, the interview questions were intended to elicit
comprehensive and unfiltered replies from the participants. The research followed the Creswell
and Creswell (2018) outline for data analysis. The codes were derived by conducting a
comprehensive and repeated review of each participant’s transcribed interviews and making
notes on them. This allowed for an understanding of each participant’s experiences and

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perspectives. It was also vital for the interpretation of the meanings of their experiences. This
phase was repeated for all the questions to determine the codes pertinent to the research
questions. Twelve themes emerged from all the codes that were insightful into participants’
experiences. These themes were present in all 12 participants, and they answered all the research
questions. The themes are presented and discussed using the research questions as a heuristic.
Table 3 lists the themes by research question.
Table 3
Themes by Research Question
Research question Themes
1. What are the lived experiences and
motivations of women cannabis
entrepreneurs in their journey of
starting and growing their
businesses?
Theme 1: Advocacy and purpose
Theme 2: Therapeutic potential of cannabis
Theme 3: Diversity, ethics, and professionalism
Theme 4: Community and familial connections
Theme 5: Holistic entrepreneurship
Theme 6: Supportive ecosystems and mentorship
2. To what do women company owners
in the cannabis market attribute their
success?
Theme 7: Resilience and adaptability
Theme 8: Networking and collaboration
Theme 9: Innovation and differentiation
3. How do women cannabis
entrepreneurs perceive and navigate
the barriers and challenges they face
in the cannabis industry?
Theme 10: Confronting gender bias and stereotypes
Theme 11: Navigating regulatory challenges
Theme 11: Overcoming funding barriers

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Research Question 1: Lived Experiences and Motivations of Women Cannabis
Entrepreneurs
Research Question 1 asked, What are the lived experiences and motivations of women
cannabis entrepreneurs in their journey of starting and growing their businesses? Six themes
emerged from Research Question 1, as shown in Table 3.
Theme 1: Advocacy and Purpose
Women entrepreneurs in the cannabis industry are driven by a strong sense of advocacy
and purpose, aiming to positively impact individuals and communities through the therapeutic
potential of cannabis. Participants consistently expressed their desire to support the community.
For instance, Lantana stated, “Women tend to create something needed in the world or their life.
It’s about sharing and making a positive impact.” Orchid noted an opportunity to follow her
parents’ path, and Tulip founded a photo agency.
Theme 2: Therapeutic Potential of Cannabis
Participants emphasized the medicinal aspects of cannabis as their primary motivation for
starting and continuing their businesses, sharing personal experiences of its positive impact.
Daisy stated, “I understood how this is a plant; this is medicine. And I was always guided by
that.” Tulip expressed her passion for sharing cannabis’s benefits: “I have been so blessed to be
able to work with this medicine. I have been so honored to share it with people who need it for
their medicine.”
Theme 3: Diversity, Ethics, and Professionalism
Participants highlighted a broader vision for the cannabis industry, aiming to create a
professional, diverse, and ethical environment. They sought to contribute to the industry's growth
while promoting inclusivity and ethical practices. Sunflower stated, “My goal inside the cannabis

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industry has been, and remains, to create a professional, diverse, ethical industry.” Lily expressed
a desire to shape the industry nationwide and avoid the mistakes of other sectors: “One thing I
hope for cannabis is that we have the opportunity now to shape the industry as a whole
nationwide for this entire country where we can avoid those same mistakes that other industries
do.”
Theme 4: Community and Familial Connections
The theme of community and familial connections highlights the significant impact of
external networks on women cannabis entrepreneurs, especially for Zinnia and Orchid. When
asked how specific groups motivated and supported them, Orchid explained, “I did happen upon
minorities for medical marijuana. . . . The National Cannabis Industry Association has been
vital.” She added, “I always knew there was an opportunity to do what my parents always did.”
Zinnia said, “I surround myself with people willing to give their time to let me vent or
brainstorm. . . . There are amazing people in this industry who will answer that call to help and
support you.” Orchid indicated, “We were each other’s support network. . . . The leaders helping
us spread the word were incredibly supportive. We fostered a kind and supportive environment.”
Theme 5: Holistic Entrepreneurship
Holistic entrepreneurship underscores the commitment to developing an expert, diverse,
and ethical cannabis industry. Participants revealed a broader attitude toward entrepreneurship
that encompasses social responsibility, diversity, and ethical concerns. Sunflower stated, “My
goal inside of the cannabis industry has been, and remains, to create a professional, diverse,
ethical industry.” This approach aligns with a broader societal impact and sustainable business
practices, recognizing that success in the cannabis enterprise involves creating a professional,
diverse, and morally sound environment.

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Theme 6: Supportive Ecosystems and Mentorship
Supportive ecosystems and mentorship play a crucial role in the success of women
cannabis entrepreneurs. Participants emphasized the importance of having a network of
individuals offering guidance, support, and understanding. Zinnia stated, “I surround myself with
people who are willing to give their time to me to just let me vent or let me brainstorm this idea
with you.” Orchid added, “We were each other’s support network for a great deal of it.” They
highlighted the value of collaboration and mentorship, showcasing a community-driven approach
to entrepreneurship. This theme underscores the participants’ acknowledgment of the
collaborative and interconnected nature of the cannabis industry.
Research Question 2: Attributes of Success in Women Cannabis Entrepreneurs
Research Question 2 asked, to what do women company owners in the cannabis market
attribute their success? Three themes came out of Research Question 2.
Theme 7: Resilience and Adaptability
The narratives stressed the need to be resilient and adaptable. Daisy noted the difficulty
of starting a firm without foundations and the need to build structures: “Knowing how to develop
a business, I think, was good for me. . . . I had to create that myself.” Other participants felt the
same way, which shows how business-oriented one needs to be to make it in the cannabis
business. The participants stressed overcoming challenges and adjusting to changing landscapes.
Daisy advised using networking to get capital: “You got to be surrounded by the right support
system, and you’ll be able to access the money if your concept is viable.” Magnolia gave their
approval to this concept by emphasizing strategic licensing and planning backward from the
rules. Being able to stay strong and change with the times requires people to be able to think
carefully and leave their comfort zone.

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Entrepreneurship demands a thick skin and strong people skills. Zinnia said, “My strategy
is slow and steady. Slow and steady wins the race, but you’re always moving—with tenacity and
consistency, you’ll succeed.” She felt that COVID-19 marked “the end of the wave” and
necessitated change. The personal accounts also reflected resilience, with Daisy sharing her
journey of self-discovery and breaking personal boundaries to use cannabis as medicine.
Resilience, adaptability, persistence, strategic thinking, and a willingness to learn and evolve are
critical for success.
Theme 8: Networking and Collaboration
Networking and collaboration were highlighted as vital for success. Daisy noted, “You
have to be able to pivot . . . any lesson you learn, even though it’s been disappointing, if you
learned a lesson from it, you can still make the rewards from it.” Development and networking
are closely tied to an adaptable mindset. Daisy emphasized positivity in networking, even amid
disappointments: “I think because I always have this positive attitude. Moving forward. I would
like to always have a positive attitude.” Zinnia agreed, stressing that powerful women should
lead decision-making and include others in the process.
The interviews emphasized the importance of social networks in leveraging collective
wisdom. Sunflower, the founder of a women’s network, discussed connecting female cannabis
entrepreneurs: “I launched a women’s network. . . . The idea was to expose female cannabis
entrepreneurs to money, media, and resources.” Lantana highlighted the value of a core support
group for insight and assistance. Networking facilitated personal growth, problem-solving, and
business development.

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Theme 9: Innovation and Differentiation
Women entrepreneurs in the cannabis sector focused on innovation and differentiation.
Daisy, discussing her transition into psychedelics, highlighted the excitement and continuous
exploration in this dynamic market: “Yeah, it’s still a very exciting market. And now for myself .
. . I don’t want to say a segue into psychedelics because I actually studied with Ram Dass in the
‘70s.” Her journey from a delivery service to a wellness resort emphasizing cannabis and
mushrooms exemplifies the importance of creativity. This transition showed that innovation is
essential to success. Daisy said, “Innovation isn’t a choice. To succeed in the cannabis market,
you must pioneer the future.” The entrepreneurial mindset of constant evolution and
differentiation was evident in the strategies shared by the participants.
Innovation extended beyond business strategies to advocacy and media engagement.
Orchid discussed using media to influence regulations: “My approach was to use the media to
pressure regulations in the right direction. And I’ve written stories or articles for CNBC directed
straight at what’s his name, Mitch McConnell.” The fusion of advocacy, media, and
entrepreneurship showcased a multifaceted approach to innovation. The theme also encompassed
creating supportive platforms and networks, such as the Indigenous Cannabis Industry
Association mentioned by one participant: “I serve as the executive director of the Indigenous
Cannabis Industry Association . . . dedicated exclusively towards education, advocacy,
empowerment, and networking of Indigenous peoples in plant medicine, cannabis, and
commerce.”

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Research Question 3: Perceptions and Navigation of Barriers and Challenges
Research Question 3 asked, How do women cannabis entrepreneurs perceive and
navigate the barriers and challenges they face in the cannabis industry? Three themes emerged
related to Research Question 3.
Theme 10: Confronting Gender Bias and Stereotypes
Women cannabis entrepreneurs often face persistent gender bias and stereotypes, with
participants recounting how their male counterparts receive more favorable treatment. These
biases, rooted in the unfounded belief that women are incapable, often result in the denial of
financial and other essential support. Daisy reflected on the stigmatization women face in a
male-dominated realm, noting, “That’s a deep side of . . . Yeah, regret that people still stigmatize
a woman for being a woman in a man’s world.” Daisy added, “Men did not think women were
going to be into cannabis. We were way too soon before the market began to prove that women
wanted it. Overcoming these biases meant going against the ‘old boys’ network.” Lantana
compared industry inequality to the psychedelic field, describing it as “full of men, just full of
men.”
Fighting gender bias involves pushing for workplace equality. Sunflower highlighted
systemic gender inequality in investment, stating, “So, there is fierce gender inequality,
specifically in investment.” Interestingly, the study found male allies in the cannabis industry.
These male colleagues and family members actively supported their female counterparts,
working to eliminate gender biases and make the industry more inclusive. This finding suggests
a shift towards egalitarianism, where gender no longer hinders collaboration and achievement.
Understanding what makes male allies supportive could help improve gender equality in the
cannabis industry and other male-dominated fields.

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Theme 11: Navigating Regulatory Challenges
Extensive industry regulation presents many challenges, but participants demonstrated
resilience amid regulatory uncertainty with varying state and federal cannabis laws. Their
networks were significant in helping them navigate this complex industry, and creativity was
another key factor. This resilience disproves the notion that regulatory complexity discourages
entrepreneurship, showing that determined women-owned businesses use supportive
environments and smart networking to mitigate regulatory challenges.
Daisy shared her approach to media-driven advocacy, describing how she uses media to
pressure regulations in the right direction, mentioning articles she wrote for CNBC. She
emphasized aligning with regulations, stating, “If the regulation says all cultivators must dispose
of their waste in XYZ manner, then you make sure that when you’re writing out a waste
destruction plan or waste disposal plan, you’ve just followed the regulations step by step.”
Lantana discussed the impact of the pandemic on the industry, noting, “In California, I just was
reading the reports about jobs, who lost the most jobs, who’s gaining the most jobs, and what the
pay scales are.”
Poppy shared her struggles related to gender differences, explaining, “One guy was in
venture capital. And it’s like, it’s crazy because it’s like I reached out and soft-pitched them in an
email, no response.” Another challenge for women is the classification of the plant as Schedule I,
imposing many legal constraints and affecting perceptions of cannabis and the industry.
Theme 12: Overcoming Funding Barriers
Funding emerged as a critical theme for women cannabis entrepreneurs. Overcoming
financial hurdles involved various techniques, spousal support, and addressing how financial
constraints affect business models and market dynamics. Daisy mentioned, “I’m very fortunate

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that as an educator, I get asked to speak, and I have actual brands that will pay me to speak for
them.” She stressed the need for competence and visibility for financial prospects. Lantana’s
demographic insights highlighted the aging population’s increased demand for help, noting, “In 7
years, most of the country will be over 65.” Magnolia addressed the broader challenge of
securing funding, emphasizing disparities in accessing grants and equity applications: “Well, the
funding. The funding is definitely the biggest because, like last year, I’ve pushed so hard, and I
did all the grants, and I did all of the equity applications.”
An unexpected and encouraging finding was the collaborative competition and
knowledge sharing among women entrepreneurs. Despite working in a competitive marketplace,
many women actively engaged in collaborative projects, sharing insights, resources, and best
practices to overcome barriers, including regulatory and funding challenges. This collaborative
spirit fostered camaraderie and created a supportive network in which women uplifted each
other. This synergy challenges the traditional notion of cutthroat competition and emphasizes the
potential for collaboration within the cannabis industry. This finding suggests that women
recognize the mutual benefits of cooperation and actively seek opportunities to uplift their peers.
Understanding the factors that facilitate this collaborative mindset can inform the improvement
of programs encouraging expertise sharing and collaborative ventures among women
entrepreneurs, fostering a more cohesive and empowered network.
Summary of Findings
The study highlighted 12 major themes illuminating the journeys of women cannabis
entrepreneurs. Six themes emerged from the first research question about their lived experiences
and motivations. The first theme, advocacy and purpose, showed a strong commitment to
positively impacting individuals and communities through the therapeutic potential of cannabis.

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Participants shared personal experiences centered on its healing effects, which formed the second
theme, the therapeutic potential of cannabis. The third theme, diversity, ethics, and
professionalism, reflected a commitment to fostering a professional, diversified, and ethical
cannabis sector, actively avoiding stereotypes. The fourth theme, community and familial
connections, underscored how external networks, community relationships, and family
influences affect entrepreneurship. The fifth theme, holistic entrepreneurship, highlighted the
importance of creating a professional, varied, and ethical cannabis industry with a broader
societal influence. The sixth theme, supportive ecosystems and mentoring, emphasized the
crucial role of mentors, peers, and industry leaders in developing supportive networks.
Additionally, networking and collaboration were stressed, underscoring the importance of
connecting, collaborating, and sharing ideas for success in the cannabis business.
The second research question identified three key themes related to the attributes of
success in women cannabis entrepreneurs. Theme 7 was resilience and adaptability, emphasizing
the need to tackle challenges and adjust to new circumstances. The importance of networking
and collaboration was underscored in Theme 8, focusing on the significance of social
connections and collective wisdom. The next theme, innovation and differentiation, emphasized
the critical need for creativity, continuous evolution, and pioneering progress in the industry.
The third research question examined how women cannabis entrepreneurs perceive and
navigate barriers and challenges in the industry. Theme 10 was that confronting gender bias and
stereotypes revealed industry-wide biases against women. Despite these challenges, women
entrepreneurs demonstrated resourcefulness and determination in overcoming stringent industry
constraints, the next theme. The final theme of overcoming funding constraints highlighted the
importance of competence, visibility, spousal support, and financial backing. A surprising

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finding was the tendency among women entrepreneurs to engage in cooperative competition and
knowledge sharing. This approach defied norms of severe rivalry and instead fostered a nurturing
and supportive network. Overall, the study provided valuable insights into the diverse
experiences, goals, and challenges faced by women business owners in the dynamic and
evolving cannabis market.

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Chapter Five: Recommendations
This section offers practical advice to practitioners, policymakers, and industry
stakeholders on how to help women in the cannabis sector based on the findings. Following
recommendations for practice, a list is offered of potential areas for future research.
Recommendation 1: Embrace Purpose-Driven Entrepreneurship
From Research Question 1, I found that women have a sense of advocacy and are driven
by purposes beyond mere economic value. I therefore recommend that cannabis practitioners and
policymakers use purpose-driven entrepreneurship to match consumer values. The literature
stressed purpose-driven entrepreneurship among women cannabis entrepreneurs. Surveys have
shown that advocacy-driven entrepreneurship is popular. Women have effectively incorporated
their cannabis experiences into their company objectives, improving mental health and wellbeing (Bullough et al., 2021). Deeper customer connections provide purpose-driven companies a
strategic edge. Companies with a clear mission attract aware customers and help mainstream
cannabis.
Entrepreneurs may promote mental health and holistic well-being by making therapeutic
products, volunteering, or de-stigmatizing. This recommendation may improve the cannabis
industry’s image, attract socially conscious consumers, and de-stigmatize cannabis. Purposedriven enterprises may gain market shares, and women may have greater cannabis support.
Recommendation 2: Learn From Resilience
In analyzing Research Question 2, resilience emerged as the most dominant theme.
Women cannabis entrepreneurs demonstrated adaptation and ingenuity in the face of adversity,
providing valuable lessons for practitioners. Their stories illustrated how to overcome challenges
and adapt to new environments, which are essential for success. Consequently, resilience training

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is recommended. This involves encouraging entrepreneurs and their teams to be flexible and
creative, drawing on the innovative legal, financial, and operational solutions developed by
women entrepreneurs.
The study clearly supports the idea that resilience is crucial in the cannabis sector,
particularly among women entrepreneurs. According to the findings, women cannabis
entrepreneurs have succeeded despite facing significant legal, financial, and operational hurdles.
These challenges include adapting to changing regulations, securing funding, and managing
businesses in uncertain times. The resilience of these entrepreneurs is evident in their ability to
view setbacks as opportunities for learning and growth (Cheng, 2018).
To foster a culture of flexibility, inventiveness, and continuous learning within the
cannabis industry, others can draw inspiration from the resilience demonstrated by women
entrepreneurs. Their ability to adapt and persevere can drive new initiatives and propel the
industry forward. Cultivating resilience requires providing training and growth opportunities.
Therefore, it is highly recommended to allocate $100,000 for training program management
staff. These staff members would assist with funding, evaluate applications, conduct due
diligence, and provide advice on corporate strategy and financial projections.
This recommendation aims to enhance the cannabis sector’s adaptability and creativity.
By learning from the perseverance of women entrepreneurs, cannabis businesses can thrive
amidst changing market dynamics. The long-term benefits could include increased
competitiveness, improved problem-solving skills, and a more resilient cannabis ecosystem for
women entrepreneurs.

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Recommendation 3: Celebrate Diversity and Authenticity
Another significant finding from Research Question 2 is that women attribute their
success to creating and innovating products beyond what the market currently offers. Their
innovation extends beyond business strategies to include advocacy and media engagement.
Additionally, in the responses to Research Question 1 related to lived experiences and
motivations, it was evident that some women entered the industry to ensure diversity.
Consequently, cannabis practitioners and policymakers should actively promote diversity and
integrity within the industry, as these are important to women entrepreneurs. This involves
developing inclusive workplaces that value women entrepreneurs’ abilities and backgrounds.
Additionally, encouraging evidence-based education through academic degrees can enrich and
authenticate the market.
The study shows that women entrepreneurs integrate various identities and cultures into
their businesses. Research has indicated that diversity boosts innovation, creativity, and
corporate success (Shacknai, 2021). Business studies like Shacknai’s (2021) have demonstrated
that diverse teams improve problem-solving and creativity by reflecting different viewpoints and
ideas. This diversity may involve incorporating various cultural perspectives, experiences, and
talents into cannabis company practices.
Entrepreneurs and industry stakeholders should actively promote and incorporate diverse
viewpoints and talents. This could include celebrating different cultures, recognizing and
utilizing unique abilities, and establishing an inclusive workplace where people feel valued for
their authenticity. Recognizing and promoting differences can enhance workplace uniqueness
and cultural variety. The result may be increased creativity, innovation, and a positive industry
image that attracts diverse personnel and consumers.

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Recommendation 4: Emphasize Community-Building and Mentorship
The research also found that women entrepreneurs attribute their success to effective
networking. Collaboration and mentorship were vital in navigating the challenges they
experienced within the industry. The theme of community and familial connections underscored
the profound impact of external networks on the journeys of women in the cannabis industry.
Therefore, cannabis professionals should prioritize community and mentoring by creating and
participating in mentoring programs to build a supportive environment. The goal is to guide
prospective women entrepreneurs and promote collaboration and knowledge-sharing.
The literature emphasized the role of community-building and mentoring in helping
cannabis firms flourish, particularly for women entrepreneurs (Kittel, 2018; Parker et al., 2019;
Steinberg, 2022). Research has shown that community participation boosts awareness and
acceptability for cannabis companies. Mentorship provides women entrepreneurs with direction,
support, and valuable networks (Embroker, 2023). Community-building activities help the sector
thrive and remain resilient by encouraging cooperation and knowledge-sharing.
Mentorship and community-building are essential for women's success in the cannabis
industry. Mentorship programs may include experienced entrepreneurs and industry
professionals as mentors or facilitators (Embroker, 2023). Community-building could involve
industry gatherings, forums, and online platforms that promote cooperation and information
sharing. These programs collectively support cannabis enterprises and contribute to industry
development.
Creating a supportive network for women entrepreneurs can transform the cannabis
market. Mentorship and community-building will increase market exposure and enhance

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sustainability, leading to a more inclusive and collaborative industry that shares knowledge and
experiences.
Recommendation 5: Address Gender Imbalances and Regulatory Complexity
A key finding from the third research question is that women in the cannabis industry
face persistent challenges such as gender bias and regulatory complexity. Addressing these
issues is essential to creating a more inclusive and supportive environment. Advocates and
industry participants should collaborate to tackle gender inequities, financial issues, and
regulatory complexity in the cannabis sector. Establishing guidance programs, training
individuals to recognize and eliminate unconscious prejudices, and promoting diversity are
necessary steps to advance gender equality.
Women in the cannabis industry struggle with complex laws and securing funding due to
gender inequity, financial challenges, and regulatory complexity. Studies have shown that
improving women’s access to finance promotes innovation and entrepreneurship. Research also
has indicated that female-led enterprises often face difficulties in acquiring funding due to
implicit biases and the lack of diversity in decision-making processes. Furthermore, industry
regulations are complex and inconsistent, creating additional hurdles for entrepreneurs, including
women (Kersten & Athanasia, 2022).
To address these challenges, it is recommended to implement unconscious bias training,
diversity training, mentorship programs, and lobbying for fair and consistent legislation. This
initiative will require a budget of $400,000, which will cover costs for unconscious bias training,
mentoring, marketing, outreach, grants, and administrative expenses. This investment aims to
develop a more welcoming cannabis industry for women entrepreneurs.

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Implementing these recommendations could make the cannabis business fairer and more
inclusive. Addressing gender disparities and legislative difficulties will help establish a diverse
and equitable environment for women entrepreneurs. Over time, this approach is likely to
enhance participation, creativity, and sustainability in the cannabis industry.
Recommendation 6: Recognize Intersectionality
The challenges faced by women in the cannabis industry are compounded by income,
race, and gender biases, which create significant obstacles for some individuals. The study
highlights that intersectionality is crucial to understanding these issues. Creating a more
inclusive and equitable industry requires recognizing and addressing these interlocking concerns.
To this end, cannabis practitioners should gain an understanding of racial, gender, and
economic intersectionality and develop programs to help women business owners of color
overcome their challenges. To cultivate a more diverse workforce, professionals should advocate
for intersectional policies across industries. The literature indicates that cannabis businesses must
recognize and address intersectionality, as race, gender, and economic status are intertwined,
creating unique challenges and opportunities.
To tackle these challenges, specialized solutions are recommended tailored to the needs
of women of color. Research has shown that due to gender and racial prejudices, women of color
typically face additional hurdles, including bias, lack of funds, and insufficient leadership
representation (Kersten & Athanasia, 2022). This suggestion calls for specialized initiatives and
regulations to address the specific obstacles faced by women of color in the cannabis industry.
Cross-sectoral collaborations could include educational efforts, partnerships with diversity and
inclusion groups, and advocacy for intersectional equality policies.

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Addressing intersectionality requires financial initiatives and collaboration. By tackling
the unique difficulties faced by women of color, the cannabis market can become more
egalitarian and diverse. Recognizing intersectionality allows practitioners to help remove
structural obstacles and create a more inclusive atmosphere. The long-term effects likely will
include a greater sense of empowerment and more opportunities for women of color in the
cannabis industry.
Recommendation 7: Foster Collaborative Competition and Knowledge Exchange
From analyzing both Research Questions 2 and 3, it became evident that collaborative
competition and knowledge exchange among women entrepreneurs is an unexpected and
encouraging finding, challenging the traditional notion of cutthroat competition within the
cannabis industry. Despite operating in the same industry, these women actively worked
together, sharing knowledge and strategies to tackle industry challenges. The research highlights
the positive impact of collaborative competition and knowledge exchange, where women engage
in collaborative projects, share insights, and support one another.
Fostering a culture of collaboration challenges traditional views of intense competition
and emphasizes the mutual benefits within the cannabis industry. Therefore, it is recommended
that cannabis professionals promote collaborative competition through networking events,
forums, and online platforms. Knowledge-sharing platforms and programs can help women
entrepreneurs make informed decisions and solve problems more effectively.
The literature has supported that the cannabis sector benefits from collaborative
competition and information sharing (Revenga & Dooley, 2020). This study advocates for
collaboration, networking, and information sharing to help cannabis businesses become more
innovative, adaptable, and resilient. Enhanced corporate performance, industry growth, and

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sustainability are the likely outcomes of increased collaboration. By engaging in collaborative
competition, cannabis firms can share knowledge, share best practices, and jointly solve
challenges.
To foster information sharing, healthy competition, collaboration, and shared learning,
industry-specific networking events, forums, and online platforms should be established. The
proposed plan requires a budget of $300,000, including $50,000 for digital marketing and
education, $200,000 for awards, and $50,000 for administration. This investment aims to reach
and promote women-owned businesses, improve industry cooperation, and ensure fair and
effective funding.
Fostering collaborative competition and information sharing can help build a healthier
industry environment. The likely result will be increased industry solidarity, market adaptation,
and the empowerment of women’s businesses through the exchange of ideas and experiences.
Recommendations for Future Research
The exploration of women cannabis entrepreneurs has revealed a number of insights. As
the cannabis industry continues to mature and diversify, there are numerous avenues for future
research that can deepen understanding and contribute to the sustainable growth of women in this
sector:
1. Conduct longitudinal studies to track the progress of women cannabis business
owners over time, analyzing trends and informing expansion strategies. These
longitudinal could show fascinating tendencies. Understanding these firms’ long-term
successes or challenges helps guide growth. Researchers also could track how
changing legislative frameworks, market dynamics, and cultural attitudes have

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influenced the careers of women owning cannabis companies, informing predictive
models and strategic planning.
2. Explore the experiences of women cannabis entrepreneurs across diverse geographies
and cultural contexts. This study focused on the United States, but future research
should include women cannabis entrepreneurs in other countries and cultures.
Comparative evaluations would reveal regional issues, possibilities, and successes.
Understanding how cultural and legal differences affect women entrepreneurs
worldwide will help researchers and practitioners comprehend the global cannabis
market.
3. Investigate the motivations, behaviors, and characteristics of supportive male allies
within the cannabis industry. The surprising discovery of the male allies in the
cannabis industry needs more investigation. Future studies might examine these
men’s gender equality intentions, actions, and traits. Understanding these allies’
involvement in overcoming gender conventions and creating an inclusive sector could
exert a positive influence in allyship and cooperation tactics.
4. Examine the specific mechanisms through which community participation influences
the success of women-led cannabis businesses. This research found that local
community participation helps women’s cannabis businesses succeed. Future studies
can determine how community engagement affects corporate results. Entrepreneurs
and politicians may learn from educational initiatives, social outreach, and
community collaborations on how to promote women-led cannabis enterprises.
5. Explore the intersection of regulatory frameworks and financial inclusion. Future
studies should examine regulatory frameworks and financial inclusion, since

100
regulatory difficulties and financial obstacles affect women’s cannabis businesses.
Investigating how changes in state law, banking rules, and federal policies influence
the financial accessibility of women-owned cannabis firms might help advocacy
efforts and legislators create more entrepreneurial settings.
6. Investigate the dynamics of collaborative competition among women entrepreneurs in
the cannabis sector. The surprising discovery of collaborative competition among
cannabis women entrepreneurs requires more research into the motives, rewards, and
obstacles of women-led enterprises working together. Learning how collaborative
models boost industry resilience and innovation may help create a more supportive
and dynamic company environment.
7. Delve into the intersectionality of race, gender, and economic factors within the
cannabis industry. Future research should examine the unique challenges faced by
women entrepreneurs of color and the effectiveness of intersectional policies in
promoting diversity and equity in the cannabis industry. Explore how affirmative
action policies affect leadership and economic empowerment for more focused and
effective interventions.
8. Research the impact of technological advancements. Future research can examine
how e-commerce platforms, blockchain applications, and data analytics affect women
cannabis entrepreneurs’ business strategies and success. Understanding technology
and entrepreneurship may lead to new company models and market growth.
9. Assess the impact of educational initiatives and training programs. The research
found that training programs combat unconscious prejudices and promote diversity in
the cannabis sector. Future studies might examine how specialized educational

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programs change attitudes, reduce prejudices, and improve women entrepreneurs’
talents. Evaluating educational interventions may help create cannabis-specific
programs for women.
10. Investigate the corporate social responsibility practices of women-led cannabis
enterprises. As purpose-driven entrepreneurship became a major subject, future
studies could examine the corporate social responsibility efforts of women-led
cannabis companies. Investigating how these companies include sustainability, ethical
sourcing, and community development can inform cannabis sector guidelines for
corporate social responsibility. Understanding the social and environmental effects of
cannabis women entrepreneurs may influence industry standards and customer
preferences.
Researchers can better understand cannabis businesswomen’s issues and possibilities by
researching these proposed paths. This research may influence evidence-based legislation,
creative business strategies, and educational programs that encourage women’s sustainable
development and inclusion in cannabis entrepreneurship.
Conclusion
This dissertation has explored the daily lives of women in the cannabis business,
revealing a complex tapestry of motives, issues, and accomplishments. Thematic results
highlight a new paradigm where business, activism, and purpose intersect to confront and
advance societal norms. These women have shown entrepreneurial tenacity and inventiveness by
overcoming significant obstacles.
A notable trend is the integration of diverse identities and ethnicities, reflecting the
cannabis market’s variety and authenticity. The need for collaborative and supportive networks

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is emphasized, underpinned by a strong sense of community and mentorship. Additionally, the
investigation uncovered new elements, such as the importance of male allies, demonstrating the
dynamism and growth of the cannabis market. This challenges assumptions and provides
significant insights for future research and industry practices.
To foster inclusivity and create an equitable cannabis landscape, more gender-inclusive
regulations, educational programs, and supportive ecosystems are needed. This study contributes
to the expanding body of knowledge that advocates for revolutionary shifts in the cannabis
entrepreneurship landscape by recognizing the essential role women business owners play in
shaping the industry’s future.

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Appendix A: Qualitative Interview Protocol
My sincerest appreciation for agreeing to meet with me today. I’ve arranged this meeting
to talk to you about my research on the business opportunities available to female cannabis
entrepreneurs in the United States.
Before we start, I want to confirm that your participation in this research project is
entirely voluntary and that you understand the purpose of this interview or have any questions
about my work.
Your participation is appreciated, and any information you provide will be used solely for
study and kept in the utmost confidence at all times. On the other hand, you can terminate your
involvement at any time without experiencing any liability. Do you have any questions about the
study? Do I have your permission to participate?
I want to ask for your consent to record this interview as part of the study. All identifying
information will be erased to protect your confidentiality, and the recording will only be used to
ensure correct data collection.
Do I have your permission to record?
Finally, I want to underline that you are welcome to ask any questions or express any
concerns you may have during the interview, and I will respond to them. I’m here to listen and
make your experience pleasant and supportive.
Your support is appreciated and will aid in raising awareness of and goodwill toward
female cannabis entrepreneurs and their contributions to the cannabis industry.
Please let me know if you are comfortable proceeding with the interview, and we can
begin whenever you are ready.

124
Appendix B: Interview Questions
Interview question Potential probes Research
question (RQ)
addressed
Key concept
addressed
1. Please provide a detailed
account of the steps,
experiences, and milestones
that shaped your journey to
becoming a cannabis
entrepreneur.
Why did you decide
to do it?
RQ1 Entrepreneurship
journey
2. Please describe the strategies
and approaches you employed
to effectively navigate the
challenges and capitalize on
the opportunities encountered
during your cannabis
entrepreneurship journey.
RQ1 Entrepreneurship
journey
Assets and skills
Motivations
3. How do you support your
entrepreneurship journey?
Could you describe the specific
group of people who motivate
you, or support you and how
they contribute to your wellbeing and/or goals? What
practices do you use to support
and enhance your cannabis
entrepreneurship journey?
Role models,
mentors,
professional
development
groups,
organizations.
RQ1 Entrepreneurship
journey
Assets and skills
4. Describe what you think was
your biggest asset to becoming
a cannabis entrepreneur.
RQ1 Entrepreneurship
journey
Assets and skills
5. In your perspective, how do
you observe gender inequalities
within the cannabis industry?
What are the key
factors contributing
to gender
inequalities in
cannabis
entrepreneurship?
RQ2 Gender
inequalities
Successful
navigation
6. Please share and provide a
detailed description of a
specific instance, if applicable,
where you encountered a
situation that required you to
navigate through an experience
of gender inequalities.
Would you do
anything
differently now,
looking back?
RQ2 Gender
inequalities
Successful
navigation

125
Interview question Potential probes Research
question (RQ)
addressed
Key concept
addressed
7. How do you perceive your role
and identity as a woman in a
male-dominated cannabis
industry?
What are key factors
contributing to
your role and how
do you perceive it
being different
from our male
counterparts?
RQ3 Gender role
perception
8. How do you perceive the
impact of these factors on you,
whether it’s mentally,
physically, or spiritually?
RQ3 Gender role
perception
Challenges to
self and wellbeing
9. What are some of the key
challenges and obstacles you
have faced in your journey and
how have you navigated them?
What are the key
factors contributing
to navigating the
industry?
RQ3 Navigating
industry
challenges
10. Have gender-related factors
influenced your entrepreneurial
journey? (Mentally, physically,
or spiritually)
Have you ever
experienced
burnout or other
forms of
exhaustion because
of fatigue?
RQ3 Navigating
industry
challenges
Perception to
gender related
challenges
11. Please provide a detailed
description of a specific
instance in which you faced
challenges related to navigating
issues of gender in the cannabis
industry.
What are the key
factors of gender in
cannabis, as you
see it?
RQ3 Perception of
navigating
industry
challenges
12. How do you see your role as a
female cannabis entrepreneur
impacting the industry and
inspiring other women?
RQ3 Perception of
navigating
industry
challenges

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Asset Metadata

Creator Moore, Cheryl Tracy (author)

Core Title Shattering the status quo: women in cannabis entrepreneurship

School Rossier School of Education

Degree Doctor of Education

Degree Program Organizational Change and Leadership (On Line)

Degree Conferral Date 2024-05

Publication Date 07/03/2024

Defense Date 02/27/2024

Publisher Los Angeles, California (original), University of Southern California (original), University of Southern California. Libraries (digital)

Tag cannabis industry,entrepreneurship,gender equality,OAI-PMH Harvest,women entrepreneurs

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Language English

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Advisor Lynch, Douglas Eugene (committee chair), Datta, Monique Claire (committee member), Zapf, Jenny (committee member)

Creator Email cherylmoore@sweetleafgenetics.com,cmoore44@usc.edu

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