The pronounced embeddedness of commercial and social entrepreneurship in rural communities

This study examines the characteristics of entrepreneurship in rural villages. It was conducted during ongoingeconomic and social crises in rural areas. We interviewed 23 entrepreneurs located in small rural communities, focusing on thedynamics between rural entrepreneurs and village communities. Four themes emerged from the content analysis: (1) The village relieson entrepreneurs to provide products or services, (2) the community and the entrepreneurs establish a pattern of combined paid andunpaid services, (3) entrepreneurs leverage a rural product or service into something greater than was previously provided in thevillage, and (4) tensions may arise between entrepreneurs and the village management as well as village members. Overall, thefindings show that small business entrepreneurs in rural villages are more embedded in the community compared with those in urbanareas.