Sustainability and women entrepreneurship through new business models: the case of microfranchises in post-peace agreement Colombia

Abstract

Purpose This study aims to analyze the establishment of sustainable microfranchises by women victims of the conflict (WVC) entrepreneurs who suffered the consequences and impacts of the longest-running internal conflict in the Americas. Additionally, this research seeks to underscore the transformative role of women entrepreneurs-for-peace (WE4P) in a post-peace agreement society. Design/methodology/approach This study seeks to contribute to theory building on sustainable business models (SBMs) at the base of the pyramid (BoP) theory from a single case study of the Colombian microfranchise TechOil. The theoretical sampling process guided the selection of data sources, which include semi-structured interviews, company and microfranchise donors’ reports, websites and external expert interviews to support the findings. The research adopts a framework of intro-entrepreneurship characteristics, ambiance, organization and sustainability. Findings TechOil offers a valuable case study for understanding how the phenomenon of microfranchise as an SBM spills over the BoP and promotes gender equality. The authors also developed a new SBM typology by extending the theory inductively. Practical implications The paper highlights WE4P and introduces microfranchises as a new SBM typology, offering insights into policy, practice and societal transformation in post-peace agreement zones. Originality/value The issue of WVC entrepreneurs in post-peace agreement settings remains under-reviewed and under-theorized. This study’s originality lies in introducing microfranchises as a new SBM typology, emphasizing the importance of gender equality and women’s roles in sustainable development and addressing the overlooked link between entrepreneurship and peace, contributing to global applicability.

Guest editorial: Sustainable entrepreneurship: a new approach in Latin America and the Caribbean

“…To comprehend the success of sustainable entrepreneurship, it is essential to consider the social and cultural dynamics carefully. Future research should investigate the impact of community engagement, social capital and cultural values on supporting social and environmental enterprises (P erez-Mor on et al, 2024). These studies can help reveal how these factors contribute to the resilience and effectiveness of sustainable business models.…”

“…Recent research has highlighted the critical role of women's entrepreneurship and new business models in LAC, focusing on innovation and sustainability. The fifth paper of the special issue by Pérez-Morón et al (2024) demonstrates how women entrepreneurs in post-peace agreement Colombia, mainly through TeachOil micro-franchises, lead to sustainable practices and drive development. Aparicio et al (2016) emphasize increasing opportunity entrepreneurship to foster economic growth.…”

“…Dembek and York (2022) found that long-term trust and relationship-building create self-esteem and a sense of belonging and empowerment. Pérez-Morón et al (2024) point out the transformative empowerment in conflict-affected communities through sustainable entrepreneurial opportunities for women in their Studies before the COVID-19 pandemic explored the impact of the informal sector on sustainability and the SDGs for their impact on economic development (Sultana et al , 2022), their lack of adequately registered, and aversion to lawfully required documentation (Darby and Knott).…”

“…Understanding sustainable entrepreneurship requires consideration of social and cultural dynamics. Future research should explore community engagement, social capital and cultural values to support social and environmental enterprises (Pérez-Morón et al , 2024; Adikaram and Razik, 2022) highlight the challenges faced by women entrepreneurs and marginalized communities, calling for more research on the gendered nature of STEM entrepreneurship. Garcia and Baack (2022) suggest establishing a racialized entrepreneurship theory to understand how racially minoritized individuals grow their businesses.…”