Positive Deviance Traits and Social Entrepreneurship for Women Empowerment Amid COVID-19

Purpose: The threat of the COVID-19 pandemic persists despite concerted global efforts to contain it. So also is its impact on social entrepreneurs. One of the main questions being, what is the extent to which small businesses overcome the imminent economic recession amid the threat of COVID-19? Many small businesses have already closed operations due to the countrywide lockdown in India and the resultant cash flow constraints. The government has introduced loan guarantee schemes as a way of support, but it is not sufficient for operational expenses. This study examines the survival traits of positive deviance and social entrepreneurial roles that may be pertinent to women’s empowerment, concerning the challenges that have emerged from the pandemic. Methodology: Case study methodology was adopted, engaging Rosenblatt’s Transactional Theory to collect qualitative data, which are part of the narratives based on the experiences of a focus group within the social entrepreneurial venture, called Pipal Tree, while a descriptive approach was deployed to isolate and analyze the relevant survival traits, that is, leadership, multidimensional resourcefulness, altruism, innovation, norm-violation and labelling/stigmatization. Findings: The findings revealed that every trait—that is, leadership, multidimensional resourcefulness, altruism, innovation, norm-violation, and labelling/stigmatization—could potentially play an important role and contribute towards the sustainability of social entrepreneurs to empower women amidst the pandemic. The paper observed that ultimately this insight might be relevant to social entrepreneurs, managers and policymakers in developing effective survival strategies during the COVID-19 pandemic. Originality values: This is a conceptualization and empirically based study that engaged in primary data collection, analysis and interpretation supported with literature evidence. As well as insights on the literature and methodology development, its unique contributions also include conceptualizing the phenomenon and strategy development. Additionally, it promotes diversity and inclusivity, as well as highlighting inequality. Social implication/Practical values: This study can serve as a guide towards addressing social issues relating to global social entrepreneurship policy-making. As such, it would be a powerful tool for women empowerment, policymakers, not-for-profit organizations, civil society and social entrepreneurs in the post-COVID-19 global environment. Theoretical contributions: This study has added the literature to the existing theory relating to social deviance, social entrepreneurship and women empowerment, thereby advancing knowledge. Highlighting issues about how humanity responds to this strange new threat from the COVID-19 pandemic is critical to saving lives. The new knowledge gained will often equip social entrepreneurs to capture new ways of survival (innovative ways) in complex and new challenges to cope with post-COVID-19 socio-economic circumstances. These benefits gained may be beneficial not only in Jharkhand India but nationally as well as globally. The authors also made an addition to the definition of positive deviance. Practical contributions: The study contributes towards enabling social entrepreneurs to cope in uncertain situations, which is critical to survival most challenging or crises and not just in entrepreneurship—so in critical decision-making, problem-solving, diversity management, gender equity, human rights advancement through women empowerment, business setting and expansion, in helping weakness into strengths and ensuring a level playing ground and inclusivity. Women empowerment can be a positive strength in policy formulation and implementation processes. These kinds of reflections from the perspective of women are significant, relevant and valuable in a post-pandemic environment across the Jharkhand India region and are transferable elsewhere across the globe.