line of business/industry and family, to more clearly discern how male and female norms are acquired among female entrepreneurs. The purpose of this study was to gain a greater understanding and knowledge of women's conditions regarding entrepreneurship, in relation to society's norms. The study is based on a textual thematic analyses, using two themes derived from Helene Ahls “The Scientific Reproduction of Gender Inequality. A Discourse Analysis of Research Texts on Women`s Entrepreneurship”. The themes selected for this study were industry and family, which were two important themes in Helene Ahl’s research. The themes were applied using articles, in which female entrepreneurs were interviewed or portrayed. We used different sources but have mainly used the magazine Entreprenör to collect samples for the study. The theoretical framework used for this study is based mainly on Yvonne Hirdmans gender system and gender contract, we also added theories from Elvin-Nowak & Thomsson concerning horizontal and vertical segregation and Patrica Lewis theories on gender blindness. The main conclusion for this study was that there is a difference between entrepreneurs and how they present and relate to male and female norms in regard to industry and family. We found that entrepreneurs who run large companies or act in male-dominated industries show tendencies of acquiring male norms and standards while entrepreneurs who run small companies or act in female-dominated industries tend to acquire female norms.