Narrating the role of socio-cultural factors in entrepreneurial success : a study of township entrepreneurs

Abstract

Entrepreneurship is regarded as one of the strategic pillars for revitalising South African township economies. This is especially important in the post COVID-19 pandemic era, whereby many businesses face immense hardship. The goal of this research is to explore how Gauteng township entrepreneurs interpret the impact of socio-cultural factors on their entrepreneurial success journeys and the meaning they attach to their success within specific township contexts. A qualitative case study approach using narrative enquiry anchors the study. It involved interviews with six entrepreneurs who have lived in and own Gauteng township-based businesses. Social network theory is the main theory I used for understanding this phenomenon. Socio-cultural factors identified, which were equated to social networks, comprised families, friends, reference groups, social media, culture, religion, political history and other social factors. The findings indicate that socio-cultural factors are effective social networks when they facilitate entrepreneurs’ access to information, skills, networks, finance and markets. However, they negatively impact entrepreneurial success when they engender social exclusion, decay in the social moral fibre, crime and corruption. Surprising findings reveal that some entrepreneurs attach greater value to the role of African culture and religion than was originally assumed. The uniqueness of the study is in its methodological approach of using storytelling as a tool to unravel the impact of socio-cultural factors on each participant’s entrepreneurial success journey. Applying social network analysis tools also uncovered additional benefits of social networks, including legacy creation, the formation of identity and the practical application of Ubuntu kinship values and indigenous knowledge systems (IKS). The research contributes to the body of research on entrepreneurship theoretically, methodologically and practically. This is done by establishing the relationship between socio-cultural factors and entrepreneurial success using the qualitative methodology and multiple case and narrative design. Practical lessons are also drawn about achieving entrepreneurial success in township settings that can be shared with stakeholders such as other entrepreneurs, entrepreneurship scholars, entrepreneurship development practitioners and policy makers.