TY - JOUR AB - Purpose This paper aims to contribute to indigenous entrepreneurship theory by identifying what constitutes an indigenous enterprise, focussing on Aotearoa New Zealand as a case.Design/methodology/approach This paper combines policy (quantitative survey) and academic research (qualitative interviews) to answer the same question, what is an indigenous enterprise in Aotearoa New Zealand?Findings The authors found a degree of consistency as to what counts as an indigenous enterprise in the literature (e.g., identity, ownership, values), yet a consensus on a definition of Maori business remains elusive. They also found that an understanding of the indigenous economy and indigenous entrepreneurial policy are impeded because of definitional uncertainties. The authors propose a definition of Maori business which accounts for indigenous ownership, identity, values and well-being.Research limitations/implications The main limitation is that the literature and research use different definitions of indigenous enterprise, constraining comparative analysis. The next step is to evaluate our definition as a basis for quantifying the population of indigenous enterprises in Aotearoa New Zealand.Practical implications The research assists indigenous entrepreneurs to identify, measure and account for their contribution to indigenous self-determination and sustainable development.Social implications This research has the potential to reconceptualise indigenous enterprise as a distinct and legitimate alternative institutional theory of the firm.Originality/value The research challenges assumptions and knowledge of entrepreneurship policy and practice generally and the understanding of what is the nature and extent of an indigenous firm. VL - 13 IS - 3 SN - 1750-6204 DO - 10.1108/JEC-12-2018-0102 UR - https://doi.org/10.1108/JEC-12-2018-0102 AU - Mika Jason Paul AU - Fahey Nicolas AU - Bensemann Joanne PY - 2019 Y1 - 2019/01/01 TI - What counts as an indigenous enterprise? Evidence from Aotearoa New Zealand T2 - Journal of Enterprising Communities: People and Places in the Global Economy PB - Emerald Publishing Limited SP - 372 EP - 390 Y2 - 2024/04/19 ER -