Divide and conquer (funding shortfalls) – a Sabahan social enterprise

Purpose The purpose of this research is to examine how a social enterprise in a Global South region addresses funding shortfalls amidst government election cycles to ensure business continuity. Design/methodology/approach This research is conducted using a case study of Rustic Borneo Craft, a social enterprise located in Sabah, East Malaysia. Findings This research resonates with the propositions of Jorgensen et al.’s (2021) collective tourism social entrepreneurship. However, other local identities act as indicative antecedents to why the social enterprise could flourish despite insurmountable odds. Originality/value This paper fills gaps by elucidating further insights into how social enterprises in lesser-known regions approach funding and governmental election cycles in planning for financial sustainability.