This book highlights the importance of understanding how trust and indigenous African cultural institutions enhance the development of entrepreneurial networks and relationships in Africa. Drawing on institutional theories, the author re-examines the way that entrepreneurial behaviour can be shaped, with a focus on trust, networks and the development of relationships. Analysing a combination of existing literature and empirical data from 50 internationally trading SMEs in Africa, this book reflects the growing interests of entrepreneurs, investors and corporate executives to develop trust and relationships with customers in order to invest and grow. By addressing the need for a greater understanding of how social and cultural institutions in Africa affect the continent’s economy, this book not only offers theoretical frameworks, but also future implications for practice and policy, and will provide essential reading for those studying emerging markets and globalisation, African business, and entrepreneurship more generally.