Business survival of rural entrepreneurs: a systematic literature review and future research agenda

Ahmad Pauzi, Safwan, Idris, Aida and Bowen, Robert ORCID: https://orcid.org/0000-0002-8492-2701 2025. Business survival of rural entrepreneurs: a systematic literature review and future research agenda. Jurnal Pengurusan 74 10.17576/pengurusan-2025-74-3 Item availability restricted.

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Abstract

This study provides a comprehensive review of the literature on rural entrepreneurs’ business survival, identifying key influencing factors, research gaps and future research directions. Using the PRISMA guidelines, a systematic literature review was conducted on 55 peer-reviewed journal articles published between 2020 and 2024 in Web of Science, EBSCO and Scopus. Notably, no comprehensive synthesis of rural entrepreneurs’ survival literature exists, despite increasing academic interest in the topic. The findings indicate that most studies concentrate on developing countries and there is a noticeable lack of consistent theoretical grounding as many studies depend on singular frameworks or neglect theory altogether. Although human capital, financial literacy and social networks have received attention, newer themes such as psychological capital, digitalisation and sustainability are beginning to gain ground. By synthesising these insights, the study not only offers a more coherent conceptual structure but also sets the stage for future research to adopt multi-theoretical and cross-country approaches. In addressing these gaps, this study enhances both theoretical and practical insights, supporting policymakers and practitioners in developing targeted strategies to ensure the survival of rural entrepreneurs.

Item Type:	Article
Date Type:	Published Online
Status:	Published
Schools:	Schools > Business (Including Economics)
Subjects:	H Social Sciences > H Social Sciences (General)
Date of First Compliant Deposit:	28 August 2025
Date of Acceptance:	25 August 2025
Last Modified:	28 Aug 2025 13:30
URI:	https://orca.cardiff.ac.uk/id/eprint/180696

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