A Cultural Responses to Entrepreneurial Activities in Pashtun Society of Pakistan

Entrepreneurship is playing a vital role in national socioeconomic development.  Entrepreneurial endeavors are significantly influenced by culture. In this study, the cultural barriers to entrepreneurship in Pashtun tribal society are examined. The tribal society of the Pashtuns was used as a case study. To carry out this study, a qualitative research paradigm was employed. In-depth interviews were conducted with those involved in business activities. Respondents to the study were selected through a purposive sampling technique. The thematic analysis method was employed to investigate the social barrier to entrepreneurship in Pashtun tribal society. The results showed that, in contrast to the formation, business is not a socially respectable job in a tribal setting. Individuals in Pashtun society were reluctant to create businesses because of the negative attitudes certain people had regarding specific entrepreneurial endeavors. The information shows that Pakhtunwali, or Pashtun culture's moral code, hinders entrepreneurship in Pashtun society. It has hampered the process of socioeconomic development and people are reluctant to start entrepreneurial activities in Pashtun Society. The government must encourage young people to start their businesses and identify Pashtun society's cultural hubs that encourage commerce.