Granovetter ( 1985: 485) also points out that both the undersocialized view that
behaviour is atomistic, and the oversocialized view that behaviour is driven entirely by
the desire to be favourably perceived by others, imply that ‘social relations have only
peripheral eects’. In other words, if the community activism of entrepreneurs is
purely unitarian ( the undersocialized view is correct) , a feeling that it is reciprocated
by the community would not be signicant in business success. If, on the other hand,
the extreme oversocialized view is correct, then neither form of unilateral community
support would be signicant, while reciprocation would be.