Women-entrepreneurship, religiosity, and value-co-creation with ethnic consumers: revisiting the paradox

Abstract

The notion of value co-creation has been a well-established phenomenon in strategic marketing. Nevertheless, there is a dearth of studies that specifically link this to women entrepreneurship and religiosity. This is the lacuna filled by this paper which is interpretive in nature and based on11 indepth interviews and one focus group discussion data collected from women that are members of Pentecostal faith-based organisations in London. While the paper shows many interconnected challenges faced in Black African women entrepreneurship, it also pinpoints the principal role of spirituality in fostering value-co-creation between these women, their customers, and their religious establishments. The research shows a rebuttal of the paradox of religion and entrepreneurship, specifically in women entrepreneurship. Apart from its theoretical implication of updating the literature on the discourse around entrepreneurship marketing, religiosity, and ethnic minority businesses; its managerial implications revolve around exploring socio-cultural groups to foster women entrepreneurship and economic growth.

A critical overview of religion, culture and consumption in developing nations

“…The link emphasises the logic behind the study of consumption issues and processes in developing nations. The contemporary developing nations exhibit some similarities in consumption patterns that mirror those noted for developed nations (Gbadamosi, 2019b). Nonetheless, there are still some useful interesting differences.…”

Postmodernism, ethnicity, and celebrity culture in women’s symbolic consumption

“…The multicultural nature of the developed societies such as the United Kingdom and the United States becomes increasingly palpable by the day (Gbadamosi, 2019). In a review of the extant literature, Makgosa (2012) identifies a number of factors responsible for this.…”

Colour cosmetics consumption among Moroccan women: Examining the nexus of attitudes, religion and the media

“…Many studies have shown that religion and religiosity impact consumer behaviour in many areas such as retail supply patronage (Siguaw & Simpson, ); decision making (Delener, ); shopping alignment (Essoo & Dibb, ); and perception and advertising signals (Fam et al, ). For example, studies have shown that people are more encouraged to buy products that are advertised as being promoted by the religious group they are affiliated to (Essoo & Dibb, ) while a few other perspectives show that religiosity impact people's decision‐making process and their choice of products to buy (Al Abdulrazak & Gbadamosi, ; Arli et al, ; Casidy, et al, ; Delener, ; Gbadamosi, ). Specifically, the relationship between religion and colour cosmetics has been a big issue for years.…”

“…The notion of self‐concept and identity has been very fundamental to the discourse of consumer behaviour for a long time (Banister & Hogg, ; Belk, ; Elliott, ; Gbadamosi, ). The extant literature has strongly linked self‐concept to self‐esteem (Grubb & Grathwohl, ; Rucker et al, ).…”