Navigating Socio-Cultural Dynamics: A Comparative Study of Gendering Micro-Entrepreneurs in the UK and Pakistan

Micro-entrepreneurs are pivotal to economic development, yet they operate within complex socio-cultural environments that can act as both catalysts and barriers to growth. Drawing on qualitative data from 20 semi-structured interviews, this study explores the differential impacts of social and cultural factors on gendering micro-entrepreneurs in the contrasting economies of the UK and Pakistan. Thematic analysis reveals that while social capital and family support are universally vital, their manifestations differ significantly: UK entrepreneurs rely heavily on digital networks and multi-faith cultural awareness, whereas Pakistani entrepreneurs depend on traditional community networks and face pronounced patriarchal constraints. Fear of failure emerged as a notable barrier, driven by risk aversion in the UK and contractual violations in Pakistan. Furthermore, female micro-entrepreneurs in both contexts face distinct gender-based cultural challenges, such as male preference in peer communication in the UK and severe family restrictions in Pakistan. The study also identifies key coping mechanisms, including identifying market gaps, digital transformation, and goal setting. By integrating these findings with existing entrepreneurial frameworks, the paper proposes a comprehensive, three-phase model for micro-entrepreneurial success, emphasizing the mobilization of successful characteristics to mitigate socio-cultural barriers.