Contextualizing A Social Enterprise Opportunity Process In An Emerging Market

Purpose - The purpose of this paper is to contribute to a better understanding of how a social enterprise opportunity is brought to fruition in an emerging market.Design/methodology/approach - This real-time longitudinal case study tracks the emergence of a micro-franchise start-up from conception to inception. Using a narrative perspective as a conceptual lens focuses attention on the relational, temporal and performative elements of the interactive process that occurs between social entrepreneur(s) and the environment(s). While interviewing provides the primary source of evidence, multiple data collection methods were utilized.Findings - The analysis of the process elements centres on the narratives of the micro-franchise co-founders and other key informants that prompt action aimed at bringing the opportunity to fruition, showing how the social entrepreneurs bring the inside out and the outside in.Research limitations/implications - Despite challenges to the appropriateness of Western management theory within emerging markets, this study has shown that theory at a sufficiently high level of abstraction can be useful. It also demonstrates the need to study process over time and be inclusive of the range of stakeholders and contexts that influence it.Social implications - The findings indicate that social enterprise start-up is a co-creative process that evolves in unpredictable ways over time. Beyond start-up, only time and further study will determine whether social enterprise will prove to be the panacea for poverty and marginalization that governments expect.Originality/value - This research gains real-time insight into social enterprise emergence. It underscores the multi-dimensional nature of context and provides evidence indicating that the relationship and influence between social entrepreneur(s) and their environment is not one way.