Resource Strategies and Sustainability : A Study of Women Cultural Entrepreneurs in Central Uganda

Sammanfattning

This study investigates the interplay between cultural heritage and commercial enterprise for women entrepreneurs in Central Uganda, a region with one of the world's highest rates of female self-employment. Despite their significant socioeconomic contributions, these women-led businesses often operate at a marginal level, facing institutional barriers and a 'cultural resource paradox' that complicates the balance between authenticity and commercialization. Addressing a notable gap in the literature, this research explores how these entrepreneurs leverage tangible and intangible resources to sustain their businesses while preserving cultural identity. Employing a qualitative, multi-case study approach, we conducted remote semi- structured interviews with Ugandan women cultural entrepreneurs. Thematic analysis of their narratives reveals that traditional knowledge, specialized crafting skills, and robust social networks are critical intangible resources. These assets are vital for enhancing business resilience and maintaining cultural authenticity amidst commercial pressures. Our findings provide empirical support for the Resource-Based View and Social Capital Theory in this unique context. The study offers practical insights for policymakers to design initiatives that foster women's economic empowerment and heritage preservation, in alignment with the Sustainable Development Goals.