--- id: "pisquared:interview/wormald" type: "Pi-Squared interview" title: "Anita McGahan in conversation with Audra Wormald" url: "https://pisquared.theburnescenter.org/interviews/wormald" date: "2026-04-02" people: ["Anita McGahan","Audra Wormald"] summary: "Audra Wormald is Assistant Professor of Strategy and Entrepreneurship at the University of North Carolina's Kenan-Flagler Business School. She completed my..." recording: "https://vimeo.com/1179652896" source: "Pi-Squared (pisquared.theburnescenter.org), The Burnes Center for Social Change" licence: "none stated" --- # Anita McGahan in conversation with Audra Wormald Audra Wormald, Assistant Professor of Strategy and Entrepreneurship, University of North Carolina's Kenan-Flagler Business School · 2 April 2026 ## About the guest Audra Wormald is Assistant Professor of Strategy and Entrepreneurship at the University of North Carolina's Kenan-Flagler Business School. She completed my Ph.D. in Strategic Management & Entrepreneurship at the R.H. Smith School of Business, University of Maryland. Audra studies the interface between business and social impact. Her research is focused on understanding industry emergence and entrepreneurship as engines for social and economic change, particularly in developing countries. She uses multiple methods in order to study rich, often hand-collected, quantitative and qualitative data. ## Reflections from the interview Anita interviewed Audra Wormald, Assistant Professor of Strategy and Entrepreneurship at the University of North Carolina's Keenan Flagler Business School. They discussed Audra's research on digital platforms and mobile money in low-income settings, particularly focusing on how local fintech startups from developing countries (referred to as "Davids") were better equipped than multinational corporations (the "Goliaths") to launch mobile money platforms across different countries. Audra explained how these local companies succeeded through bundling knowledge capital, developing problem-solving capabilities, and leveraging alliances with various firms, while multinational banks found the financial intermediation role challenging due to regulatory and operational complexities. They also discussed Audra's recent work on entrepreneurship training in Tanzania, where she studied the effectiveness of teaching strategic decision-making and theory of value creation to Tanzanian entrepreneurs, finding that the training particularly benefited those with lower self-efficacy by helping them develop longer-term business strategies. **Digital Fintech in Developing Countries** Audra discussed her research on digital platforms and mobile money in low-income settings, highlighting a paper titled "David Overshadows Goliath" which found that smaller fintech startups from developing countries were better equipped to launch mobile money platforms compared to large multinationals. She explained that these local startups succeeded by building capabilities to scale digital technologies, developing problem-solving skills, and leveraging alliances with various firms, while multinationals were constrained to existing markets. **Mobile Money Implementation Challenges** Anita and Audra discussed the challenges multinationals face in implementing mobile money services, particularly in rural areas. Audra explained that while telecommunications multinationals see opportunities in mobile money, banks initially found it unprofitable to set up branches in these areas. She noted that mobile network operators had developed agent networks and airtime reseller systems, which differ significantly from traditional cell phone plans. Audra also highlighted the regulatory challenges involved in serving as financial intermediaries, including concerns about money supply and money laundering. **Mobile Money Startup Success Factors** Audra and Anita discussed the differences between successful and unsuccessful mobile money industry startups, particularly focusing on their motivations and approaches. Audra explained that successful startups were primarily motivated to alleviate poverty by creating financial access for the unbanked, while others from developed countries viewed mobile money more as a convenience feature similar to early versions of Venmo. Anita highlighted the importance of understanding unmet user needs and developing lasting collaborative partnerships, while noting that successful local companies often responded to evolving community needs rather than simply adapting established banking products from the West. **Digital Banking and Financial Inclusion** Audra and Anita discussed financial inclusion, particularly focusing on how digital banking services can transform lives in countries where accessing traditional banking is challenging. Audra shared her background, explaining how her research on mobile money in Tanzania was connected through her advisor's network rather than prior experience in the region. The conversation touched on Audra's career path from litigation consulting to academia, including her work with economists and her interest in studying how smaller entities are often overlooked in favor of large corporations. **Tanzanian Entrepreneur Training Framework** Anita and Audra discussed Audra's research on training Tanzanian entrepreneurs in strategic decision-making and value creation theory. Audra explained that while common interventions in Tanzania focus on basic business practices or psychology-based approaches, her study introduced a theoretical framework where entrepreneurs first analyze the underlying reasons for business problems before experimenting with solutions. The training, which targeted college-educated entrepreneurs, taught participants to develop a "theory of value" by mapping out multiple explanations for phenomena they were trying to address, creating a roadmap for understanding why business ideas succeed or fail. **Business Training Theory Framework Discussion** Anita and Audra discussed a theory-based approach to business training that focuses on cause and effect reasoning and addressing core business needs rather than short-term opportunities. Audra shared findings from a randomized control trial examining psychological drivers of business success, particularly how self-efficacy and confidence levels among entrepreneurs affect training outcomes. The discussion revealed that while training can bring entrepreneurs to similar confidence levels, the theory and framework approach showed longer-term effects on business model changes and economic outcomes. They also touched on the potential importance of helping entrepreneurs connect their training to personal purpose as a future research direction. **Entrepreneurship Training in Low-Income Settings** Audra explained that her work aims to enable strategic thinking rather than imposing specific business practices, potentially creating a new ethos in communities. When asked what keeps her motivated, Audra expressed inspiration from entrepreneurs she encounters who demonstrate agency and innovation despite challenges, emphasizing the importance of individual effort in creating and spreading innovative solutions. ## Related resources - [Audra’s UNC website](https://www.audrawormald.com/) - [Google Scholar on Audra](https://scholar.google.com/citations?user=_6ff-NgAAAAJ&hl=en&oi=ao) - [Audra’s paper on theories of value in low-resource environments](https://pubsonline.informs.org/doi/full/10.1287/orsc.2023.17590) - [Audra’s paper on digital platforms](https://sms.onlinelibrary.wiley.com/doi/abs/10.1002/smj.3475) - [Audra’s dissertation on mobile money](https://www.proquest.com/docview/2716179833?sourcetype=Dissertations%20&%20Theses) ## Recording Video: https://vimeo.com/1179652896 ## Category [Where Do We Go From Here?](https://pisquared.theburnescenter.org/category/where-next) * * * Original page: https://pisquared.theburnescenter.org/interviews/wormald · Licence: none stated