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This research paper generates new insights into the challenges of implementation in women’s enterprise policy. It argues that organisations involved in policy implementation need to be understood as operating in a context of institutional pluralism and answers: How do organisations involved in the implementation of women’s enterprise policy manage the challenges of institutional pluralism?

Addressing the need for women’s enterprise policy to learn from the past, the research adopts a historical approach to the study of policy implementation through examination of the UK’s Phoenix Development Fund (1999–2008). It analyses a wide range of secondary sources to examine 34 projects funded and supported by the Phoenix Development Fund that targeted women entrepreneurs.

Potentially conflicting institutional logics associated with central government, mainstream business support and local communities were managed through four key processes: dominance; integration; constellation and bridging. The management of institutional pluralism was effective in delivering support to communities but not in providing an effective platform for learning in government or establishing sustainable, long-term mechanisms.

The paper develops an empirical contribution to practice through identification of processes to manage the challenges of institutional pluralism and lessons for community-engaged policy implementation. A theoretical contribution to academic debates is provided by the conceptualisation of these challenges in terms of institutional pluralism and the novel concept of institutional bridging. The study also demonstrates the value of historical methods for women’s enterprise policy to learn the lessons of the past.