Sustainability and women entrepreneurship through new business models: the case of microfranchises in post-peace agreement ColombiaSostenibilidad y emprendimiento femenino a través de nuevos modelos de negocio: el caso de las microfranquicias en la colombia post-acuerdo de pazSustentabilidade e empreendedorismo feminino através de novos modelos de negócios: o caso das microfranquias na colômbia pós-acordo de paz

Purpose This study aims to analyze the establishment of sustainable microfranchises by women victims of the conflict (WVC) entrepreneurs who suffered the consequences and impacts of the longest-running internal conflict in the Americas. Additionally, this research seeks to underscore the transformative role of women entrepreneurs-for-peace (WE4P) in a post-peace agreement society. Design/methodology/approach This study seeks to contribute to theory building on sustainable business models (SBMs) at the base of the pyramid (BoP) theory from a single case study of the Colombian microfranchise TechOil. The theoretical sampling process guided the selection of data sources, which include semi-structured interviews, company and microfranchise donors’ reports, websites and external expert interviews to support the findings. The research adopts a framework of intro-entrepreneurship characteristics, ambiance, organization and sustainability. Findings TechOil offers a valuable case study for understanding how the phenomenon of microfranchise as an SBM spills over the BoP and promotes gender equality. The authors also developed a new SBM typology by extending the theory inductively. Practical implications The paper highlights WE4P and introduces microfranchises as a new SBM typology, offering insights into policy, practice and societal transformation in post-peace agreement zones. Originality/value The issue of WVC entrepreneurs in post-peace agreement settings remains under-reviewed and under-theorized. This study’s originality lies in introducing microfranchises as a new SBM typology, emphasizing the importance of gender equality and women’s roles in sustainable development and addressing the overlooked link between entrepreneurship and peace, contributing to global applicability.