Frugal Innovation and Entrepreneurial Identity in Morocco : Strategies for Resilience in Resource-Constrained Contexts

Frugal innovation, characterized by its ability to create impactful solutions using minimal resources, has gained significant traction as a transformative approach in emerging markets. This study delves into the intersection of frugal innovation and entrepreneurial identity within the Moroccan context, where resource constraints and socio-economic complexities demand adaptive and resilient business practices. Drawing from the onion model of identity, this research examines how entrepreneurs creatively navigate layered identities—cultural, familial, linguistic, and regional—to foster innovation, adapt to shifting economic landscapes, and overcome structural and institutional barriers. Employing an ethnographic approach centered on an in-depth interview with the founder of MadNess, a Moroccan creative collective, this study explores how entrepreneurs leverage informal networks, cultural capital, and social ties to co-create value. MadNess serves as a prime case study of frugal innovation, exemplifying how limited access to resources can inspire ingenuity in building sustainable, culturally relevant solutions. Through the lens of the founder's lived experiences, the research highlights strategies such as repurposing available materials, tailoring solutions to meet local needs, and fostering grassroots collaborations that bridge gaps between formal and informal ecosystems. Findings emphasize the critical role of frugal innovation in empowering Moroccan entrepreneurs to navigate the dual economy—a hybrid environment of formal regulatory systems and informal business practices. By embedding innovation within their socio- cultural contexts, these entrepreneurs demonstrate exceptional resilience and creativity, reshaping conventional notions of resource utilization and market engagement. The study contributes to the growing discourse on everyday entrepreneurship in emerging markets, particularly by illuminating how frugal innovation not only enables business sustainability but also promotes social inclusion and cultural preservation. This research advocates for the integration of frugal practices into policy frameworks and entrepreneurial support programs to strengthen inclusive ecosystems. It underscores the need to reimagine entrepreneurship as a culturally embedded practice that thrives on adaptability, resourcefulness, and a deep understanding of local contexts. Through its focus on ethnographic insights, the study provides a rich, nuanced understanding of how identity, culture, and innovation converge to shape entrepreneurial resilience in Morocco's dynamic business landscape. Ultimately, this work highlights the transformative potential of frugal innovation in fostering equitable and sustainable entrepreneurial ecosystems in the face of global and local challenges.