Purpose The current research study aims to explore the rising appeal of creative industry for institutionally embedded women entrepreneurs of rural Khyber Pakhtunkhwa. Design/methodology/approach A qualitative research methodology is adopted to conduct the research study. Primary data is collected through in-depth interviews with 38 women entrepreneurs working in two sectors of creative industry in rural Khyber Pakhtunkhwa. Findings The research study explored creative industry as the most informal, non-traditional, low cost, flexible and convenient business sector for institutionally embedded Pukhtoon women entrepreneurs of rural KP. Practical implications The study draws the attention of policymakers and government to consider the informal norms in which women entrepreneurship is deeply embedded, while making entrepreneurship development policies and programs. The research study drives the attention of government toward making entrepreneurial education and training facilities easily available so that the skill and talent of women entrepreneurs can be more polished and enhanced. It further suggests that if the policymakers and Government of Pakistan take positive initiations and recognize the paramount importance, the creative industry of Pakistan has the potential of contributing toward uplifting of the economy. Originality/value The study helps in identifying the prevailing social and cultural norms in KP that shapes the choice of women entrepreneurs toward entrepreneurship in creative industry. It emphasizes to understand the reasons, for which women in KP, opt to open their entrepreneurial ventures in creative industry.
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