This study will focus on two main concepts: entrepreneurship and feminism and more clearly about the relation which brings them together.Feminist values have gained more attention over the years and became a field of studies (Grunig, 2000; Van Bogaert, 2009; Ahmed et al., 2013; Gardner, 2009). It becomes a natural topic in our society as it fills a role in businesses; and even more in entrepreneurship (Ahl and Marlow, 2012; Morris et al., 2006 ; Mutch, 2018 ; Orser, 2012).Even if feminism gain ground in the business world, its definition is still not unanimous.The first section will then give an insight about all the main way feminism can be understood in the current environment, then entrepreneurship. Linking both term lead to another point of view of business management. Therefore, the effect of feminism in the managerial and business culture is researched through the paper.Three main feminist values have been chosen in this study, by their predominance in the existing feminist and entrepreneurial literature. To that aim, this paper will state the three main feminist values and then, how to identify them in the workplace.

The aim of this thesis is to investigate the communicative and discursive practices used by Multi-Level Marketing (MLM) networks when marketing their network to women as both a business opportunity and as a sisterhood, in order to start and contribute to the conversation regarding the relatively unsupervised communicative practices and their potential effects of MLM distribution networks. By conducting an extensive qualitative analysis on eighteen group call videos posted publicly on YouTube by affiliates of six different MLM networks, this thesis examines the marketing practices used to appropriate feminist values in order to recruit women and sell products. The analysis is done through a theoretical framework of Feminist Media Theory with a focus on feminist values, femvertising, and corporate feminism, in combination with the concept Relational Agency. These theoretical frameworks are used to critically analyze the discursive practices used in the videos. The analysis shows that MLM contractors are utilizing discursive practices such as advertising feminist values to market products and opportunities to potential recruits and downlines. Some of the feminist values communicated are, for example, inclusivity, empowering messages, financial gain, and independency. The findings further suggests that the marketing practices used may have an effect on individuals involved, and on the greater feminist movement at large.