Women-Entrepreneurship, Religiosity, and Value-co-creation with Ethnic Consumers: Revisiting the Paradox

The notion of value co-creation has been a well-established phenomenon in strategic marketing.
Nevertheless, there is a dearth of studies that specifically link this to women entrepreneurship and
religiosity. This is the lacuna filled by this paper which is interpretive in nature and based on11 indepth
interviews and one focus group discussion data collected from women that are members of
Pentecostal faith-based organisations in London. While the paper shows many interconnected
challenges faced in Black African women entrepreneurship, it also pinpoints the principal role of
spirituality in fostering value-co-creation between these women, their customers, and their religious
establishments. The research shows a rebuttal of the paradox of religion and entrepreneurship,
specifically in women entrepreneurship. Apart from its theoretical implication of updating the
literature on the discourse around entrepreneurship marketing, religiosity, and ethnic minority
businesses; its managerial implications revolve around exploring socio-cultural groups to foster
women entrepreneurship and economic growth.