Reframing conventional entrepreneurship: a systemic case study of Buser

Purpose The purpose of this paper is to reconceptualise entrepreneurship by shifting the focus from individual traits to the dynamic, self-organising communication processes that underpin social systems, thereby advancing our theoretical understanding of entrepreneurial emergence and adaptation. Design/methodology/approach Drawing on Niklas Luhmann’s social systems theory and integrating complementary insights from cybernetics, complex adaptive systems and viable systems theory, this study explores how entrepreneurial ventures, exemplified by Buser – a Brazilian intercity bus platform – emerge from systemic communication processes. Utilising a systems-theoretical approach combined with a detailed case study, the paper examines the interplay between entrepreneurial ventures and the broader structural conditions within the Brazilian transportation sector. Findings The main findings reveal that entrepreneurial success is deeply rooted in a venture’s ability to achieve multifunctional alignment with diverse societal subsystems – such as the economy, law or politics – through internal processes of structural coupling and feedback loops. The case of Buser illustrates how systemic inefficiencies trigger entrepreneurial reconfigurations that not only challenge existing regulatory frameworks but also drive adaptive changes in technology and market dynamics, leading to a dynamic process of co-evolution. Originality/value This paper makes a significant theoretical contribution by advancing Luhmann’s social systems theory in the context of entrepreneurship. It introduces the novel concept of “multifunctional entrepreneurship”, emphasising the need for ventures to engage with and adapt to multiple societal systems simultaneously.