Contextualizing a social enterprise opportunity process in an emerging market

What is it about?

Here we track the start up of a micro-franchise in Kenya from conception to inception. What comes to light over the four-year period of study is how actors and context are co-created through an interactive, emergent process. Adopting a narrative perspective as a theoretical lens, the role of multiple contexts (institutional, social, economic…) and multiple actors (franchisees, franchishor…) is highlighted.

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Why is it important?

This article contributes to a better understanding of how social entrepreneurship emerges by focusing on the process of bringing an opportunity (to address social needs) to fruition. Considering the limited amount of research in Africa, as well as the need for more theoretically grounded research into social entrepreneurship, generally, and micro-franchising, specifically, this investigation plays a key role in starting to fill these voids.