ABSTRACT
The origination of a ‘social business’ communal identity, through enterprise, as we saw (Chapter 3) in the case of Grameen, overtly involved community building, along the relational path. Indeed conventionally universalist business and enterprise functions, that serve to make up each and every business, management and economic curriculum around the world, as we (1) have hitherto articulated, are almost completely bereft of phenomenological foundations, thereby bypassing such particular, in this case Bangladeshi-Bengali life worlds. To that extent, the stories we are, outside the western world from which such a business curriculum has originated, is largely absent from an enterprise’s foundations, and thereby context. In other words most enterprises, explicitly in that sense, are bereft of communal identity, and indeed localized character. In this chapter, therefore, we want to establish a more explicit context of communal activation for an enterprise, in the example we shall site, lodged within a Southern African life world, duly aligned with ‘black consciousness’ – I am because you are. As such, to begin with, we focus on the individual-communal evolution of the most relational of the business functions, that of marketing.
