This study investigates the interplay between cultural heritage and commercial

enterprise for women entrepreneurs in Central Uganda, a region with one of the world's

highest rates of female self-employment. Despite their significant socioeconomic

contributions, these women-led businesses often operate at a marginal level, facing

institutional barriers and a 'cultural resource paradox' that complicates the balance

between authenticity and commercialization. Addressing a notable gap in the

literature, this research explores how these entrepreneurs leverage tangible and

intangible resources to sustain their businesses while preserving cultural identity.

Employing a qualitative, multi-case study approach, we conducted remote semi-

structured interviews with Ugandan women cultural entrepreneurs. Thematic analysis

of their narratives reveals that traditional knowledge, specialized crafting skills, and

robust social networks are critical intangible resources. These assets are vital for

enhancing business resilience and maintaining cultural authenticity amidst commercial

pressures.

Our findings provide empirical support for the Resource-Based View and Social

Capital Theory in this unique context. The study offers practical insights for

policymakers to design initiatives that foster women's economic empowerment and

heritage preservation, in alignment with the Sustainable Development Goals.