The embedding process of community ventures: creating a music festival in a rural community

Community entrepreneurship is a potentially powerful mechanism to improve the well-being of rural communities. To mobilize inhabitants for collective action, an emerging community venture must be embedded within a local community. Yet, the embedding process of community ventures is not well understood. Accordingly, this study explores how a community entrepreneur (CE) embedded an emerging community venture into a rural community and simultaneously stimulated social change in the community. Drawing on a longitudinal case study of a CE who created a jazz music festival in a rural Norwegian community, a dynamic conceptual framework was developed that highlights the roles and mechanisms that support the embedding process. The CE promoted social change by introducing external impulses to the local community and assumed a bridging role between the villagers and external actors in the embedding process. Some villagers assumed local embedding roles, while several external actors assumed external embedding roles. I identified four strategies that were used to increase the embeddedness of the community venture in the rural community and one strategy that was used by the CE to de-embed the venture in order to avoid constraints imposed by the local community. The importance of the different roles and mechanisms changed over time.