Community support for a business might be
expressed by individuals as loyal customers or as providers of ‘free advertising’ or
promotion. It may appear in the form of reduced risk of theft, lower expenses on
insurance, or lower transaction costs in general. It may also be provided by institutions, such as local government, via preferential tax or zoning treatment. Finally, it
may be totally non-pecuniary, for example, where the quality of life in the community
is such that a business person feels successful regardless of how low their nominal
business income may be.