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To illuminate the managerial significance of life patterns and to assist development of qualitative methodology.Design/methodology/approach – The theoretical proposition of a Manager Quad is empirically examined. Interview data from 16 managers are analysed using an interpretive frame. Methods of meaning generation are illustrated and this provides greater transparency and credibility of findings.Findings – Managers' characteristics are found to form thematic distinctions corresponding with outcomes of leader effectiveness and individual success. Research limitations/implications – The evidence suggests the worth of future qualitative research using explicit interpretive methods.Practical implications – Managers as mentors for leader development should be chosen according to the category in which they are assigned by research evidence.Originality/value – The paper has value for researchers, management educators and practitioners. The importance of life patterns in the leader/manager debate is suggested with inferences drawn regarding management education.

The main purpose of this research is to investigate factors influencing rural women entrepreneurship development and sustainable rural livelihoods in Manicaland province of Zimbabwe.

A quantitative research was conducted in Manicaland province in Zimbabwe. Data were collected through structured questionnaires from 400 women entrepreneurs in various sectors. The participants were in vegetable vending, operating clothing flea markets and cross border trading. A self-administered structured questionnaire was used to collect data from respondents. Structural equation modeling in SmartPLS version 3 was used to test the research hypotheses.

The study established that women entrepreneurship is driven by financial factors, positive environmental factors, positive psychological factors as well as positive sociological factors for a sustainable rural livelihood.

It is clear that if the discovered challenges are not addressed, sustainability of women entrepreneurship will remain a dream.

The study came up with strategies for improving women entrepreneurship activities. Future research can be done in other areas of provinces to avoid generalization challenges.

Many challenges hinder the sustainability of women entrepreneurship. Major impediments to women entrepreneurship comprises inadequate support from government schemes, patriarchal societal structure of the community, lack of relevant entrepreneurial knowledge to manage businesses, lack of collateral security to access funding, time limitation or role conflict to balance family pressures and business.

The study recommends proper entrepreneurship education and training, supportive government schemes and access to network affiliation/connection to sustain women entrepreneurship.