Vitu: The Journey Towards Indigenizing Sustainable Entrepreneurship

The crafting of cultural goods and ethnic arts have been stable means for making a living within many Indigenous communities throughout the world. In order to understand how crafting can be an avenue towards sustainable entrepreneurship, an analysis of the relationships between Indigenous crafting, Indigenous community life, sustainable agency, Indigenous concepts of wellbeing, and sustainable entrepreneurship is needed. Through three-papers focused on an extensive literature review (aggregate to all three papers) and ethnographic field research (semi-structured interviews, verbal surveys, and ethnographic observation) this dissertation examines how the act of Indigenous crafting as carried out by individuals within families and by families within Indigenous communities, link with social relationships, making a living, gender roles, and cultural identity and how these aspects of community life intersect with sustainable forms of agency, Indigenous concepts of wellbeing, and small-scale social entrepreneurial activities in the context of Indigenous crafting in a bid to indigenize the concept of sustainable entrepreneurship. This dissertation proposes a series of conceptual frameworks that depict the discussed linkages between Indigenous crafting, Indigenous community life, sustainable forms of agency, sustainable livelihood, and Indigenous concepts of wellbeing, in the context of sustainable entrepreneurship along with the relevant literature associated with each element in the frameworks. This dissertation draws from a qualitative ethnographic study on Mazahua artisans and their communities in Mexico in an attempt to understand and expand sustainable entrepreneurship from Euro-Western perspectives to Indigenous perspectives in order to better apply SE concepts in the development of an Indigenous fashion goods venture called Vitu™. This Indigenous venture, through the Indigenized sustainable entrepreneurship concept of Adaptive-Transformative Agency, will more deeply address justice, equity, and inclusion for Indigenous peoples and their communities pursuing community development through entrepreneurial activities.