In search of Ubuntu in an African SME: A case of a transitional entrepreneur

This study sets out to address the decontextualized discourse on African entrepreneurship and attempts to locate it within the socio-cultural context using the philosophy and principles of Ubuntu. It investigates and traces how Ubuntu informs the motive, decisions and actions of the African entrepreneur. The study contrasts the Ubuntu-based decisions of the entrepreneur with the individualistic economic rationalism expected of an entrepreneur in a typical market economy. It presents a peculiar case of a young entrepreneur who started a business in 2013 which has gone through lots of experiences and trajectories that are relevant to Ubuntu philosophy. The study is underpinned by grounded theory research design which enabled us to analyze Ubuntu values and motivation through the entrepreneur’s actions and stories. The research provides insights into the “contours” of the business journey and how social capital helps to sustain the firm. The nuances of economic rationality and humanity feature in this study as the business reached critical moments where the owner was torn between folding up and thinking about the potential impact of this decision on the employees. The research draws policy implications for entrepreneurs in Africa and encourages scholars to interrogate Westernized approaches to the concept of entrepreneurs and entrepreneurship.