Cultural adaptation and entrepreneurial sustainability: the case of immigrant entrepreneurs in Hungary

Purpose The purpose of this study is to examine how cultural and religious differences influence the sustainability of immigrant entrepreneurship in Hungary, focusing on host-country perspectives. Grounded in cultural adaptation theories, it explores how immigrant entrepreneurs navigate cross-cultural challenges and integrate religious principles, such as adherence to halal standards or avoidance of culturally sensitive sectors, into their business strategies. The research moves beyond traditional ethnic resource perspectives to reveal how cultural understanding and ethical alignment contribute to long-term entrepreneurial sustainability. Design/methodology/approach A qualitative approach was adopted, using in-depth online interviews with 14 Muslim and Arabic-origin entrepreneurs who established their businesses in Hungary between 2010 and 2019. This period was chosen to focus on nascent immigrant entrepreneurship. Findings The findings reveal that cultural norms, beliefs and religious values significantly shape immigrant entrepreneurs’ business models, strategies and adaptation processes. Entrepreneurs align their operations with local consumer preferences while maintaining cultural and religious practices, contributing to sustainable business practices in the Hungarian context. Research limitations/implications The study’s limited scope and small sample size may restrict the generalisability of its findings. As an exploratory investigation, results are context-specific and should be interpreted with caution. Practical implications The findings provide policymakers and business support institutions with insights to foster inclusive entrepreneurial ecosystems. They highlight the importance of cultural adaptation in enhancing sustainability and supporting the integration of immigrant entrepreneurs into the local market. Social implications This study advances immigrant entrepreneurship theory by linking cultural adaptation and entrepreneurial sustainability in a less-explored Central and Eastern European context. It fills a gap in the literature by empirically demonstrating how cultural and religious dimensions jointly influence sustainable business practices. The study moves beyond the traditional ethnic enclave perspective, offering new insights into how immigrant entrepreneurs strategically balance cultural identity with market adaptation to achieve resilience and long-term sustainability Originality/value This study advances immigrant entrepreneurship theory by linking cultural adaptation and entrepreneurial sustainability in a less-explored Central and Eastern European context. It fills a gap in the literature by empirically demonstrating how cultural and religious dimensions jointly influence sustainable business practices. The study moves beyond the traditional ethnic enclave perspective, offering new insights into how immigrant entrepreneurs strategically balance cultural identity with market adaptation to achieve resilience and long-term sustainability