NMMU Business School Research Challenges Prevailing Stereotypes about Muslim Women

Port Elizabeth, 11 February 2014 – New research by NMMU Business School challenged prevailing stereotypes about Muslim women and their role in family businesses. The research was conducted by MBA student Najmiea Salie, under the supervision of Dr Margaret Cullen, a senior NMMU Business School lecturer.

According to Dr. Cullen “the role and participation of Muslim women in family businesses is not well-researched. This suggests that companies often operate on flawed assumptions about Muslim women that are not only offensive, but an obstacle to building profitable customer relations.”

Salie began her research by tracing the history of the Muslim women’s place in the working world; along with the many challenges Muslim women face today. She then interviewed women in the Nelson Mandela Bay area about their experiences working in Muslim family businesses.

Her research shed new light on the crucial role Muslim women play in business.

“We found that mere participation in a family business impacts on gender roles in the home and the community,” said Dr. Cullen.

Salie’s research showed that this participation can create role conflict that Muslim women must navigate.

“Navigating such a role conflict can be a peculiar challenge for the working Muslim woman. However, Islam reveres the biological function of mothering as a distinction between men and women; it does not define it as a psychological and social limitation,”

The study also revealed further unique challenges faced by Muslim women in the workplace. For example, the hijab is still greatly misunderstood within the community.

“Suppliers who fail to understand why Muslim women wear the hijab may underestimate a woman’s authority and the value of her input in decision making during commercial interactions,” stated Salie.  

The majority of participants feel that they also receive benefits from a growing family business. They understand business processes and finance better, and share that knowledge with co-workers.

Despite the common notion of gender inequality within the South African Muslim community, this new research suggests that Muslim women are exploring new and important roles within society and within their homes.