Abstract
Business has always been an important component of society from time immemorial. It is difficult to imagine a society that does not have a business sector where the exchange of goods and services takes place. However, business takes place within socio-cultural and ethical contexts. This article revisits Hunhu/ Ubuntu Philosophy (good ethical human behaviour) as observed by the Shona people of Zimbabwe and considers how it shapes business in rural Shona communities in Zimbabwe. It critically reflects on how rural businesspersons fare within the expectations of Hunhu/ Ubuntu viz-a-viz Western business approaches. Data were obtained from 100 informants randomly selected from rural Shona communities. The participants were former and current businesspersons involved in various lines of business. Among other issues, the interview questions were directed towards the people's motivation in starting business, the effects of Hunhu/ Ubuntu on business and the subsequent viability of rural businesses over the years. The responses provided helpful insights on the place of Hunhu/ Ubuntu in the African business environment.
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