FIERY PHOENIX PLC- ENTREPRENEURIAL SURVIVAL IN ZAMBIA
Purpose – The aim of this study is to demonstrate the complexity of ethical decision making in start-up enterprises in emerging markets. The study draws on 2 well known decision making models to illustrate how their application in this context may lead to conflicting outcomes. Design/methodology/approach – The study data was collected through reflective entries provided by the business proprietor. These were followed up by three in-depth interviews. The data was supported by analysis of company documents provided by the case. Findings – The study demonstrates the crucible moments in entrepreneurial start ups that give rise to ethical questions and the need for decision making. It demonstrates the complexity of ethical decision making in emerging contexts. Research limitations/implications – The study business elected to maintain anonymity for commercial protection. This limits the scope of information that may be divulged. Practical implications – The study and the accompanying teaching note provide context for how to apply decision making frameworks to real business dilemmas. Originality/value – This study contributes to scholarly work on teaching business ethics to undergraduate students.
Research Institute : Centre for Enterprise and Innovation (CEI)
Peer Reviewed : Yes