The purpose of this study is to uncover ways to enhance the growth of micro tailoring businesses by assessing the socio-economic and socio-cultural environments at the bottom of the pyramid (BOP).
The study used a qualitative research design involving a multiple case study with data from semi-structured interview and non-participant observation.
The study reveals how micro tailoring businesses modify tailoring practices to cope with the religious practice of seclusion and use entrepreneurial actions to deal with unstable electricity, inadequate finance and conditions of extreme poverty that limit the growth of micro tailoring businesses at the BOP.
The qualitative nature of this study with a focus on micro tailoring businesses in BOP context could limit the generalization of findings. However, replication of the study can be done in other contexts to validate the findings.
The study shows the need for entrepreneurial leadership which continually modifies tailoring practices in ways that sustain tailoring businesses and circumvent the possibility of failure in adverse socio-economic and socio-cultural conditions.
This study is the first to unravel the experiences of micro tailoring businesses at the BOP. Past studies have assessed barriers to the growth of small and medium scale enterprises in general, but this study uncovers the distinct aspects of tailoring business in a largely under-researched context.
