| Prior research studies have focused on rural African American business owners; however, they have focused on obstacles to formation and survival as business owners. These studies failed to analyze the success strategies and motivators used by rural African Americans who have achieved business ownership. The primary objective of this case study was to explore the business strategies and motivators used by African Americans who have achieved business ownership in a rural area. This study targeted 20 of the 306 reported African American business owners in the rural Georgia County selected for this study (U.S. Census Bureau). The qualifications of the selected participants were their tenure as business owners and the company's financial solvency, the nature of their establishments, and their willingness to participate. A response rate of 12 out of 20 (60%) was expected; however, a response of 15 out of 20 (75%) was achieved. The results showed that the participants used specific strategies to attain success as business owners: (a) acquiring proper education and training, (b) attaining small assignments in the field of interest, (c) being honest, dedicated, and hard working, (d) having faith in God, (e) producing quality work and respecting the customer, (f) enjoying the job and keeping overhead costs low, (g) being self-motivated and patient, and (h) developing ways to advertise the company to the public. Likewise, the results of this study also showed that these entrepreneurs were motivated to become business owners primarily by their family influence, personal drive to succeed, community, and role models. This research is useful for rural African Americans who are current business owners, those who desire to become rural business owners, and those who have attempted business ownership and failed. |
