This paper uses Giddens' theory of structuration to develop the conception of entrepreneurship as an embedded socio-economic process. The qualitative examination of the actions of rural entrepreneurs finds that embeddedness plays a key role in shaping and sustaining business. Being embedded in the social structure creates opportunity and improves performance. Embedding enabled the entrepreneurs to use the specifics of the environment. Thus, both recognition and realisation of opportunity are conditioned by the entrepreneurs' role in the social structure. (C) 2002 Elsevier Science Inc. All rights reserved.
- social embeddedness
- social context