Abstract

Entrepreneurship is a major element driving the private sector of economies. This phenomenon, when managed properly, generates needed employment and growth within society. However, the increase of multi-ethnic, cultural, religious, and racial societies poses a challenge to the survival and sustainability of entrepreneurship. This trend has been compounded by the upsurge of globalization translating into entrenched differentiated markets and diversity. The diverse nature of sub-Sahara Africa presents a significant challenge to entrepreneurs in this regard. This paper seeks to demonstrate that effective management and in-depth understanding of diversity within sub-Sahara Africa by entrepreneurs will assist them to adequately manage their enterprises, innovate, and serve the differentiated market. Therefore, entrepreneurship undergirded by effective management of diversity within the societal context under discussion is seen as a lever that spurs survival, sustainability, and the capability of entrepreneurs to serve differentiated markets. In this regard, the concept of diversity is explored to validate the argument. Further, this paper employed an extensive literature review to contribute to the debate. The extensive literature review and concept analysis revealed a direct bearing of diversity management on the survival and sustainability of entrepreneurship in sub-Sahara Africa.