Entrepreneurial identity and small business performance in an emerging nation: The role of effectuation in South Africa

Justice Muchineripi, University of Fort Hare, Department of Applied Management, Administration and Ethical Leadership, East London, South Africa
Willie Chinyamurindi, University of Fort Hare, Department of Applied Management, Administration and Ethical Leadership, East London, South AfricaFollow

ORCID iD

Willie Chinyamurindi: 0000-0002-4139-4224

Article Type

Research Article

Abstract

This study explores the link between entrepreneurial identity and subjective business performance in South African small businesses, focusing on the mediating role of effectuation. Using data from 380 small, medium, and micro enterprises (SMMEs) in the Eastern Cape, the study responds to calls for research that integrates individual and contextual factors in entrepreneurship. Findings which emerged in the study showed that social identity was not significantly linked to subjective performance, spiritual and business identity positively predict positive subjective performance. There was no evidence of effectuation mediation on entrepreneur identity and subjective performance. The research underscores the importance of understanding identity’s nuanced impact on small business outcomes in emerging markets. It contributes to the entrepreneurship discourse by emphasizing the value of context-specific insights to guide policy and enhance small business resilience and growth in South Africa.

Keywords

Entrepreneur, Identity, Performance, Effectuation, Africa, Values

Recommended Citation

Muchineripi, Justice and Chinyamurindi, Willie (2025) "Entrepreneurial identity and small business performance in an emerging nation: The role of effectuation in South Africa," Arab Economic and Business Journal: Vol. 17 : Iss. 1 , Article 4.
Available at: https://doi.org/10.38039/2214-4625.1056