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Purpose This study explores how the social, cultural and religious landscapes of Makkah and Madinah (Islam’s heartlands located in Saudi Arabia) shape and influence women’s entrepreneurship. Design/methodology/approach Employing an institutional approach and an Islamic feminism lens, the analysis reacts to the growing demand for research on women entrepreneurs in Saudi Arabia, particularly Makkah and Madinah, within the pervasive Islamic cultural environment. Via semi-structured interviews with 14 women entrepreneurs, the study explores the influence of the Islamic landscape on women’s entrepreneurship in these Islamic cities. Findings Despite Islamic scriptures encouraging women’s entrepreneurial activity, local societal interpretations frequently pose challenges and promote resistance to women’s economic activity. Nevertheless, by adopting principles of Islamic feminism such as “ijtihad”, women entrepreneurs in Islam’s holiest cities navigate these socially embedded misinterpretations, drive societal change and achieve economic independence. Originality/value This study contributes to the gender and entrepreneurship literature by highlighting the need to further explore the Islamic culture’s influence on women’s entrepreneurship, especially in under-researched Islamic contexts like Makkah and Madina. In addition, the results expand the awareness of entrepreneurial dynamics beyond stereotypes that show women in Muslim-majority countries as socially conservative. Overall, the results present an in-depth analysis of the complex intersections between Islamic culture, gender roles, and women’s entrepreneurship activities through the Islamic feminism lens.
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