Institutional Theory has become important concept of interest in the field of
entrepreneurship. This paper examines the critical factors contributing to the success of
small business enterprises of supplying vegetables and fruits in a developing country
(Tanzania). Data were collected from five regions in Tanzania and evaluated using
Multiple Regression analysis. The results show that the independent variables (i.e.
customer services, marketing accessibility, reputation of personal branding, reliable
services, and government support services) contribute to the success of small enterprises of
vendors for vegetables and fruits in Tanzania