NURCE Director Professor Shumaila Yousafzai has secured two new competitive research grants, expanding her work on inclusive entrepreneurship and sustainability. These projects — focused on empowering women entrepreneurs and strengthening grassroots business training — build on her long-standing commitment to integrating indigenous wisdom, including Abai’s philosophy, into practical solutions for today’s economic and social challenges.
Project: Fostering Ethical Leadership: Integrating ESG Practices in Kazakhstan through Abai's Philosophical Teachings (2025–2027)
The project aims to develop a comprehensive, culturally resonant framework for integrating Environmental, Social, and Governance (ESG) principles into Kazakhstan’s entrepreneurial ecosystem. By drawing on the ethical teachings of Abai Kunanbayev, one of Kazakhstan’s most influential philosophers, the project will create a unique training model that aligns global ESG standards with local cultural values. The overarching goal is to promote sustainable business practices, ethical leadership, and social inclusivity, contributing to the long-term socio-economic development of the country.
This initiative will primarily target small and medium-sized enterprises (SMEs), which constitute over 95% of the country’s business sector, but currently lack awareness and implementation of ESG standards.
Key Challenges Addressed
Low familiarity and adoption of ESG standards among SMEs.
Lack of culturally adapted sustainability frameworks that resonate with local values and business practices.
Limited engagement of marginalized groups in the entrepreneurial ecosystem.
These challenges hinder Kazakhstan’s ability to meet its sustainable development goals and reduce global competitiveness. The project will fill these gaps by providing comprehensive ESG training to 500 SME owners, who will become master trainers and further disseminate their knowledge to an additional 2,500 local entrepreneurs, creating a multiplier effect across the country.
Methodology
The project will employ a mixed-methods research approach:
Stage 1: Comprehensive review of global ESG frameworks and their applicability to Kazakhstan, incorporating Abai’s philosophical principles.
Stage 2: Qualitative field research, including interviews and participatory action research, to capture the needs and challenges of diverse SME owners.
Stage 3: Quantitative surveys to measure current ESG awareness and implementation among Kazakhstani entrepreneurs.
Insights gathered will inform the design of an inquiry-based ESG training curriculum that integrates Abai’s teachings on ethical governance, community welfare, and personal responsibility.
Expected Results
Culturally Adapted ESG Training Curriculum: A comprehensive ESG training program informed by Abai’s philosophy, pilot-tested with 500 SME owners — the first of its kind in Central Asia to blend local cultural insights with international sustainability standards.
Network of ESG Master Trainers: Trained SME owners will act as master trainers, reaching an additional 2,500 entrepreneurs and establishing a sustainable network of ESG advocates across Kazakhstan.
Research Outputs and Practical Guides: Production of three peer-reviewed academic articles, a narrative book “ESG Practices in Kazakhstan: Integrating Abai’s Philosophy into Management Practices” (available in Kazakh, Russian, and English), and a series of policy briefs and business guides.
Enhanced Socio-Economic and Scientific Impact: Outputs will contribute to academic knowledge on integrating local philosophies into sustainability frameworks while promoting ethical business practices, improving SME competitiveness, stakeholder relations, and investor confidence. The project will also strengthen Nazarbayev University’s position as a regional leader in sustainable entrepreneurship research.
Practical Significance
The research has immediate application potential:
Training modules and educational materials will be incorporated into ongoing entrepreneurship programs.
Master trainers will promote ESG adoption across business sectors.
Findings will inform national policy recommendations for sustainable development.
Integration of ESG standards into Kazakhstan’s SME sector will facilitate greater access to international markets and funding, enhancing the country’s global competitiveness.