"Unconscious biases with regard to female entrepreneurs could be based on how women have been, or are continued to be, portrayed in society,” Narendran said.
"Constant reinforcements of what is “feminine” and what is “masculine” allows for society to expect, and thus reinforce women to be shy, diffident, needing guidance and protection, particularly in Asian cultures. This bias then acts as a heuristic (a mental shortcut) to make decisions about their ability, capability and potential.
“Luckily, research also indicates that unconscious biases can be gradually unlearned. The success stories and powerful networks which support women to feel more confident will offset biases in how women think and feel about themselves.”