Investigating community entrepreneurship from the lens of performativity

Abstract

This thesis explores the process of enhancing Community Entrepreneurship (CE) in rural areas through the lens of performativity. CE plays a critical role in supporting community welfare and economic growth (Langevang and Namatovu, 2019), particularly in rural environments where entrepreneurs deeply integrated into their communities tend to create more opportunities and values. By understanding entrepreneurship as a social process influenced by community dynamics, this study explores how local entrepreneurs build support and navigate their social and economic environments. Using semi-structured interviews with 40 participants and employing thematic analysis (TA) alongside Gioia's methodology for data analysis, this research uncovers key constructs that influence CE. These include entrepreneurial legacy, social networks, place identity, performative actions (enablers and hindrances), civic wealth, and cultural identity, among others. The study reveals that CE is not merely about "doing" entrepreneurship, but about "performing" it through actions, language, and behaviours. The findings address three research questions: 1) What is CE, and how does it come to be identified in rural areas? 2) What performative actions enable or hinder CE? 3) What is the process involved in enhancing CE in rural areas? The study introduces three models; the performativity ladder, the CBBE resonance model, and a comprehensive theoretical framework that showcase the process of enhancing CE. These insights contribute to a deeper understanding of how rural CE is shaped by its surrounding place and community identity, offering practical frameworks for fostering CE in similar contexts.