Title: The Impact of Storytelling on Entrepreneurial Success: A Qualitative Study at Iringa Municipal.
Authors: Yohana Tweve
Volume: 9
Issue: 11
Pages: 216-230
Publication Date: 2025/11/28
Abstract:
This qualitative study explored the role and impact of storytelling on entrepreneurial success within the unique socio-economic context of Iringa Municipal, Tanzania, aiming to understand the nature of narratives used, their perceived outcomes, and implementation challenges. Employing a phenomenological design, the research conducted in-depth interviews with a purposively selected sample of 122 local entrepreneurs, with data analyzed through thematic analysis. Findings revealed that entrepreneurs primarily crafted narratives of Community Upliftment and "Personal Journey communicated through direct, face-to-face interactions, which were perceived to significantly enhance customer trust, loyalty, and competitive differentiation; however, effectiveness was constrained by major barriers including internal difficulties with articulation (65% of respondents) and pervasive resource limitations like a lack of time (75%). A key limitation is the study's geographically confined scope, which limits generalizability but provides rich contextual depth. Practically, the findings suggest business development agencies should design low-cost training programs focused on narrative skills and create community story sharing platforms to enhance entrepreneurial visibility. Socially, the study shows storytelling's role in reinforcing social cohesion and cultural identity, demonstrating how local entrepreneurship is embedded within community values. In the end, this research provides original value by offering a novel, context specific framework for understanding entrepreneurial storytelling, bridging a critical gap in a literature dominated by Western models and presenting a culturally-grounded perspective on narrative as a vital, yet under resourced, business strategy in the Global South.