Examining the Role of Cultural Influences on Women Entrepreneurs in Real Estate Services in Limpopo, South Africa

Description

DOI: https://doi.org/10.5281/zenodo.18184247

Felicity Khensani Mathye¹, Risimati Maurice Khosa², and Collins Chigaemecha Ngwakwe³ (
Department of Applied Management, University of South Africa, Pretoria, South Africa^1,2 and
Graduate School of Leadership, Faculty of Management and Law, University of Limpopo, South Africa³)

The complex relationship between culture and women entrepreneurs performance in the real estate services industry is examined in this paper. It explores how cultural norms, beliefs, and practices affect women’s participation and performance in the industry. Using a qualitative research design, the study involved in-depth interviews with eighteen women entrepreneurs operating in the Capricorn District, Limpopo Province. Thematic analysis of the data revealed that while patriarchal norms, gender-based expectations, and restrictions on women’s mobility continue to constrain entrepreneurial advancement, supportive family structures, social networks, and community-driven cultural values such as Ubuntu serve as crucial enablers. The findings highlight that women entrepreneurs often navigate a dual landscape of cultural barriers and facilitators, balancing traditional family roles with professional ambitions. Economic limitations, limited mentorship opportunities, and restricted access to finance were also found to hinder growth in the sector. Conversely, cultural adaptability, education, and collective empowerment initiatives were identified as potential catalysts for success. The paper concludes that culture functions as both a challenge and an opportunity, influencing women’s entrepreneurial outcomes through its evolving social context. It recommends targeted policy interventions, financial inclusion strategies, and community sensitisation programmes to foster gender equity and sustainable entrepreneurship in the real estate sector, while suggesting further research into intersectional and regional cultural influences on women’s enterprise development.