in Malaysia was surveyed using a
structured questionnaire. Despite the importance of both internal and external factors,
this paper found that the external factors are more dominant than the internal ones in
contributing to the business success of the ODOI entrepreneurs. All the external
factors extracted by factor analysis narrow down to the important role of the
government in promoting small business success. Therefore, the government should
continuously provide assistance and favourable environment conducive to small
entrepreneurship in the rural area.
Keywords: Rural Entrepreneurs, One-District-One-Industry, Success Factors, Factor