Strategies for success of Indigenous businesses on customary land: case studies of three Itaukei (Indigenous Fijian) enterprises

Abstract

This article aims to examine crucial elements that provide a platform for the success of Indigenous businesses based on customary land, drawing on case studies from Fiji. A qualitative, ethnographic, three case study approach was conducted, and talanoa (discussion or talking together in groups or between two people) method was used to collect data guided by the Vanua Research Framework. Four significant themes unfolded from the study in terms of essential strategies for the success of the businesses on customary land: following protocols for safe cultural affiliation of the business; practices of people working collectively; making socio-cultural contributions to the community and contributing to employee well-being. The research implies that Indigenous businesses on customary land tend to define success from a cultural viewpoint that differs from how business success is conventionally defined.

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“…The failed project above is in direct contrast to various projects the author studied in detail during his PhD fieldwork in 2017-2019. As the primary researcher, I studied successful CDD programmes and Indigenous Fijian enterprises such as the Nayarabale Youth Farm in Cakaudrove Province, Aviva Farms and Tifajek Mudpools and Hot Springs in Sabeto, Nadi (Scheyvens et al, 2020;Vunibola, 2020). These projects were all community-driven, locally conceived, implemented, and run and have been doing extremely well in terms of commercial viability and sustainability.…”

“…The Nayarabale Youth Farm in Fiji, which was studied during the author's doctoral research, is an excellent case of this. Using a CDD approach, it has sustained activities such as scholarships, sociocultural support, housing, and food security for over a decade without relying on aid or government support (Scheyvens et al, 2019;Vunibola, 2020). This approach has demonstrated the sustainability and resilience of context-specific CDD and economies, as evidenced by the participation of the same youth group in a housing project worth 10 million Fijian dollars in 2020 during the COVID-19 pandemic (Salaitoga, 2020).…”

“…For example, the pandemic brought to light the vulnerability of the global market economy, with individuals losing their jobs and many business operations closing. Notwithstanding, alternative community-based economies founded on solidarity, well-being, and collaboration persevered (Banks et al, 2012;Ratuva, 2021;Vunibola & Scheyvens, 2023). For example, listening to community voices and reimagining traditional farming programmes contributed to community resilience and collective well-being for the Dogotuki communities during the COVID-19 pandemic, as evidenced by Leweniqila and Vunibola (2020) and Vunibola and Leweniqila (2021).…”