Whāia te iti kahurangi ki te tūohu koe me he maunga teitei

Seek the treasure you value most dearly: if you bow your head, let it be to a lofty mountain.

PhD Research Underway

Title: Wāhine Wayfinders

A Study of Wāhine Māori Entrepreneurs

I am undertaking my PhD at the University of Auckland. My research focuses on how Indigenous knowledge systems like Tikanga (similar to Cultural Protocols) support Wāhine Māori (Māori women) entrepreneurs.

I am currently in my provisional year and have shared links about existing theoretical frameworks and research data obtained as a part of this process.   I aspire to undertake meaningful research that connects theory with practical solutions for everyday challenges and issues. Focusing on Indigenous knowledge to advance Business practices, I endeavour to stay abreast of current innovations. 

If you have any information or would like to discuss my work, please click the contact button at the top of the page, and I will respond.

Research Kōrero (Discussion)

Hinkauorohia

Please note that the below information is provided for informative purposes only - for further information, please reach out.

Abstract / Overview

My research seeks to understand “How Tikanga empowers Wāhine Māori Entrepreneurs”, affording “Māori individuals and Māori organisations with confidence to enter markets that will have… currency in the future” (Durie, 2005, p.5).  

Key definitions are based on etymological concepts; specifically, Entrepreneur meaning “taking things into your own hands” (Tapsell & Woods, 2011, p.536) and Tikanga as "a Māori way of doing things” (Opai, 2021, p.9), setting context to this research. My research philosophy is located within the Kaupapa Māori framework (Tuhiwai-Smith, 1996, p.47), specifically Mana wāhine theories (Pihama, 2023, p.124), and by embodying Hinekauorohia’s (Tapiata., 2024, p.187) rituals for managing tapū and noa, I aim to contribute theoretical and empirical research contributions.

I seek to utilise Mana Wahine Theories (Pihama, 2023, p.124) as a methodology and method, legitimising Māori experiences and ways of knowing that will be obtained through multi-modular (Bright, 2025) semi-structured interviews (Gudkova, 2018, p.79).

Key Drivers

As the Māori population continues to grow steadily, our economic contributions now equate to an impressive total of 126 billion dollars, significantly surpassing the projections made in 2021.

It is an especially opportune and important moment to highlight and share the significant and multifaceted ways in which Indigenous knowledge systems, such as Tikanga, positively influence both personal development and professional achievements.

With nearly 50% of working-age Māori individuals actively engaged in self-employment and a consistent population growth rate of 1.2% recorded as of June 2024, this topic is not only timely and also highly relevant playing a crucial role in nurturing and fostering success within whānau (family), hapū, and Iwi (tribal structures), thereby reinforcing the strength, resilience, and cultural vitality of our interconnected communities.

Researcher Positionality

My researcher identity is shaped by my culture and Mana wāhine theories, especially the wairua element embodied by Hinekauorohia—the maiden of smoothed stone. She was responsible for guiding Tāne through tikanga and reflexive rituals for safe passage as he ventures through the heavens to obtain the three baskets of knowledge (Tapiata, 2024). She symbolises reflection, insight, and balancing tapū and noa states (Tapiata, 2024) during research, affording protection.

This tikanga-based guidance aids my interpretivist epistemology and constructivist ontology (Duberley et al., 2012). Like Hinekauorohia guiding Tāne, I navigate my identities—researcher, entrepreneur’s daughter, urban wahine Māori—through reflexivity, holding mana to clearly state my positionality (Pihama, 2001).

I adopt a strengths-based worldview rather than a deficit focus (Tuhiwai-Smith, 1996), aligning with appreciative inquiry (Woods & Lythberg, 2024), while recognising that without struggle (Pihama, 2001); appreciation ceases to exist. Enacting rituals grounded in tikanga helps me avoid colonial notions of objectivity, balancing power relations in my research (Tuhiwai-Smith, 2012 as cited in Stovall, 2016).

Theoretical Framework and Statistical Resources Information

Please note that the above information is provided for informative purposes only and, therefore, is considered non-exhaustive.

It is recommended for aspects of theory that you are interested in, to conduct your own research utilising various academic databases and search engines.

Mana Wāhine Theory

Derived as a Kaupapa Māori framework (Tuhiwai-Smith, 1996), Mana Wāhine Theories praxis affords a non-definitive tool based on elements of both KMT, focusing on wāhine experiences.

It is a way of existence whereby our traditional ways of “being” (Opai, 2021, p.9) are located and applying MWT as such, it amplifies wahine voices as powerful tools disrupting power relations and patriarchal ideologies, while honouring historic Māori research contributions, focusing on moving forward.

By “centring of the goal to preserve stories and knowledge evolution in ways that make sense for communities and the environments in which they reside” (Chubb & Fouche, 2022, p.927), applications such as Mana wāhine theory are my research backdrop.  

Kaupapa Māori Theory

Kaupapa Māori theory was a development during the 1970’s and 1980’s, it is a powerful, strengths-based research tool which aims to achieve flourishment for Māori. It focuses on addressing inequities and inequalities, recognising and considering our indigeneity (Durie, 2017).

In a research setting, the Kaupapa Māori theory assumes the research involves Māori “through networking, community consultations and whānau groups” (Smith, 2017; p.8). Kaupapa Māori approach is an evolving, action-oriented approach which has been embedded across sectors, services and in a variety of other settings (Durie, 2017).

Its success is the fluidity and intersectionality that this theory creates – particularly in the field of hauora, whānau and cultural affirmation

Reference List

CONFERENCES & ENGAGEMENTS

CONFERENCES & ENGAGEMENTS

I will be attending various conferences and speaking engagements during my PhD and Academic Career - please find an overview of these alongside relevant information.

July 2025

DIANA Conference
AKL, Aotearoa

The Aotearoa Centre for Enterprising Women will host the Diana International Research Conference at the University of Auckland Business School. The conference will run from 1-4 July, commencing with a Doctoral Colloquium Day (1st), followed by an academic research conference (2nd and 3rd) and concluding with an Impact Day (4th), bringing together international academics and inclusive entrepreneurial ecosystem builders from New Zealand.

As a component of this Kaupapa - I am fortunate to be able to present a research poster.

August 2025

UoA & DILAN DUWA - Indigenous HRM Presentation
AKL, Aotearoa - Online ZOOM

As a component of University of Auckland & Dilan Duwa - Indigenous Business School Partnership; I have been asked to present a short briefing on Indigenous HRM practices. Centred on ways to resolve, manage and reconcile conflict in a Mana enhancing manner. By employing Indigenous techniques such as Pūrakau (Oral histories) to foster connection and shared vision, my presentation will be focused on applied learnings from within business contexts.

World Indigenous Peoples Conference on Education (WIPCE)
AKL, Aotearoa

November 2025

I will present on my Master’s research - specifically, Ko wai au - Who am I?

It seeks to understand “How does wāhine Māori application of pepeha foster collective whānau Hauora?” This was a response to address concerning trends across family lines.  It sought to understand whether Indigenous knowledge systems positively affected disconnected whānau wellbeing through knowledge transmission of Pepeha. Pepeha is a Māori tool that could be considered geographical tribal coordinates recited to introduce and position one’s place within their tribe, whakapapa (ancestry) and to the land.

Taking an auto-ethnographical approach with a Mana wāhine theory lens, Mana Wāhine is considered Indigenous feminism uniquely positioned in Māori culture. The theory’s heart employs decolonisation to legitimise wāhine Māori voices and experiences, creating space where Wāhine Māori's diverse realities and their inherent mana are recognised and uplifted.

The original research analysed data sets from the subject's life, and subsequent analysis was conducted reflexively. It explores individual and whānau memories alongside historical facts and contemporary experiences, discussing challenges that Māori encounter, such as language trauma and (internalised) racism.

Key findings suggested that Pepeha knowledge positively affected the subject’s well-being by enabling a transformative journey towards cultural identity transformation. Utilising the Mana Wāhine theory provided catharsis, legitimacy, and validation of the subject’s experience.

As Indigenous peoples, our stories of pain, struggle, and resistance are also stories of strength, joy, and love that, when shared, heal. By presenting, I hope to share what I have learned and that others will be encouraged to undertake whānau-centred, indigenous-grounded research, thereby contributing to healing and reconciliation alongside meaningfully adding to the Academy’s knowledge.