Identities and the pursuit of legitimacy: A study of black women wine industry entrepreneurs

Abstract

PurposeThe aim of this study is to better understand how black women utilize capital to frame their entrepreneurial identities in order to become legitimate and thus challenge institutional norms. To achieve this, the study draws on perspectives on legitimacy, identity and capital and focuses on the well-established wine industry in South Africa.Design/methodology/approachUsing in-depth qualitative data from semi-structured interviews, this study delves into the lived experiences of nine black women entrepreneurs and three stakeholders in the South African wine industry. Such a context is unique because of the aspects of exclusion and segregation of black women. The data were supplemented with associated secondary material and were analysed using the constant comparative technique.FindingsThis study reveals dissonance, that is, a misfit, between black women's social identities and their entrepreneurial self-identities in the South African wine industry; the study uncovers that specific capital forms allow framing their identity through heroical self-description, exploiting professionalism and enacting new roles to alter the perception of what is socially legitimate in the wine industry.Originality/valueThis study contributes to understanding by highlighting that black women entrepreneurs in the wine industry rebel against the expectation that they must fit into a predetermined role. The study highlights the relevance of legitimacy, identity and capital theoretical perspectives to study an underexplored context and unpack how black women challenge the barriers that affect their entrepreneurial identities in their quest to become legitimate. The value of this study revolves around revealing the underexplored connection between entrepreneurial identity and legitimacy through actions taken by black women entrepreneurs when reworking the role(s) tied to their social identities. The findings suggest the importance of capital, particularly cultural capital, in how black women entrepreneurs become legitimate in the wine industry. Avenues for further research are offered.

The effect of breadth of external pressure on leaders in small and medium-sized enterprises: does the firm become more entrepreneurial?

“…We chose the wine industry for several reasons. Firstly, it is steeped in tradition (Ojediran et al ., 2022). This is important to test the hypothesis because the values and beliefs of the founder can become routinized in the form of procedures that may outlast the founder's tenure.…”

“…, 2023), for example, to diversify into organic wines (Spielmann, 2017). Thirdly, the wine industry consists of many smaller firms, including family SMEs (Ojediran et al ., 2022). Many are characterized by a particularly strong family firm culture (Miller and Le Breton-Miller, 2005).…”

“…While wine production has its roots in agriculture and territory (the soil and climatic conditions for firms do not change dramatically), changing perspectives on the sustainability of agriculture are also a source of pressure for leaders in the wine industry (Spielmann et al, 2023), for example, to diversify into organic wines (Spielmann, 2017). Thirdly, the wine industry consists of many smaller firms, including family SMEs (Ojediran et al, 2022). Many are characterized by a particularly strong family firm culture (Miller and Le Breton-Miller, 2005).…”

“…This is important to understand as EO has a fundamental bearing on SME competitiveness and long-term performance (Shah and Ahmad, 2019). The focus on external pressure is also gaining interest in the SME and entrepreneurship literature (Muhammad Auwal et al, 2020;Ngo et al, 2022;Ojediran et al, 2022;Wang et al, 2017). Our research question is: RQ1.…”

“…While being highly traditional, the wine industry has increasingly played host to innovation. Evidence suggests this has been stimulated by external pressure, some of which is culturally and institutionally embedded (Vrontis et al ., 2016; Morrison and Rabellotti, 2017; Ojediran et al ., 2022) [5]. We place a spotlight on how the breadth of these external pressures – as opposed to the intensity of any singular source of pressure – influences the EO of the SME.…”