Bullough, AmandaDunham, Aynsley2024-01-042024-01-042023Bullough, Amanda, Aynsley Dunham, Lisa Larrew, and Mariam Chaudhry. "Experiences of Womanhood in Business Consulting and Web Design: Entrepreneur, Emily Lonigro." Case Study. Women’s Leadership Initiative, Lerner College of Business & Economics, University of Delaware, 2023.https://udspace.udel.edu/handle/19716/33768Geographical setting Region: Americas Country: United States Location: Chicago, Illinois Featured company: LimeRed Studios Employees: 11-50 Type: Self-owned Industry: Technology Other keywords: Founded in 2004; Best graphic company Featured protagonist: Emily Lonigro (female), Consultant; Web Designer The version of record is available at: https://www.thecasecentre.org/products/view?id=191976 For Instructors, Teaching Notes are provided for every case. Please visit The Case Centre website at http://www.thecasecentre.org/caseCollection/WomensLeadershipInitiative to verify your instructor role and obtain access to teaching materials.This case examines the effects of gender on women's careers and the balancing act that women negotiate with their husbands to grow their businesses. It especially focuses on societal expectations of mothers and gender discrimination in majority-male career fields. These are explored through the story of a female business owner named Emily Lonigro. Also discussed are her methods of handling the gender-related adversity she faced, and how she navigated economic problems that threatened her company.en-USleaderwomen's leadershipentrepreneurshipfemale entrepreneurwomanculturenormssocietal expectationsmale-dominatedparenthooddiversify riskreduced inequalitiesCase study