Cultural identity research has largely focused on subjective and individualised notions of identity. In recent research we introduced the concept of “cultural embeddedness” as a framework for understanding the collective expectations derived from cultural values, practices and beliefs, and how these facets of culture are integrated into identity and enacted in everyday behaviours (Fox et al., 2021).

A growing body of research within the realm of Māori entrepreneurship is being produced by researchers offering powerful alternatives to Western hegemonic academic discourses. Ethnic minority research has also sought to challenge the West’s construction of entrepreneurship and its lack of plurivocality, yet few entrepreneurship models have embraced intersecting theory. We think that this oversight presents a useful opportunity for enhancing the study of Māori entrepreneurship in Aotearoa New Zealand.