Keywords
Women, business, Rossetter, history, corporate, entrepreneurship
Abstract
This thesis examines the entrepreneurial journeys of Carrie and Ella Rossetter, two pioneering women who navigated the male-dominated business landscape of early 20th century Florida. Their experiences challenge the prevailing narrative that women were largely excluded from corporate roles prior to World War II. The Rossetter sisters, through their respective ventures in the oil and insurance industries, illustrate the complexities faced by women entrepreneurs during this era, including societal expectations, gender norms, and limited access to capital. Despite operating within a framework that favored traditional feminine roles, Carrie and Ella found ways to assert their business acumen and establish successful careers. The thesis highlights the unique socio-economic conditions in Florida that allowed for a more flexible application of gender roles, particularly in rural areas where women's contributions to family economies were more accepted. The Rossetters' success was not merely a product of individual determination but also a reflection of their community's support and their strategic navigation of societal expectations. They emphasized their familial ties and community involvement to mitigate potential stigma associated with being unmarried childless women in business. Moreover, this thesis explores the intersection of race and gender, illustrating how opportunities for white women like the Rossetters’ differed significantly from those available to Black women entrepreneurs. Ultimately, this research underscores the need for a more nuanced understanding of women's roles in early American business history, advocating for further exploration of similar stories that reveal the resilience of entrepreneurial women.
Completion Date
2025
Semester
Spring
Committee Chair
Lester, Connie
Degree
Master of Arts (M.A.)
College
College of Arts and Humanities
Department
History
Identifier
DP0029354
Document Type
Dissertation/Thesis
Campus Location
Orlando (Main) Campus
STARS Citation
McHugh, Angela R., "“Let the Little Lady Have It!”: Carrie and Ella Rossetter and the Role of Corporate Women in Early Twentieth Century Business History" (2025). Graduate Thesis and Dissertation post-2024. 185.
https://stars.library.ucf.edu/etd2024/185