Women entrepreneurs fast food business: a case study on challenging social prejudice through entrepreneurship

ABSTRACT This case study research presents the entrepreneurial journey of three sisters who created ‘Burger-E-KellaFote’, a fast food business in Bangladesh. The case focuses on how the entrepreneurs achieved success by overcoming many socio-cultural challenges. It explores women entrepreneurs in a country where customary practices, traditions and religious beliefs curtail its women's ability to enjoy their economic and socio-cultural rights. From the beginning, the three sisters have had to defy social expectations, struggle to be taken seriously, cope with the fear of being evicted by neighbourhood business owners, and overcome other complications preventing them from achieving their goal of successfully establishing their new business. The case study ends by addressing the challenges and success of the three women founders and some implications for other women entrepreneurs in starting businesses. The authors conclude with a discussion in the context of relevant literature, concluding thoughts, limitation, and further research.