Evaluating normative entrepreneurial identity: The Barcelona case

This study examines the extent to which digital ventures in the Metropolitan Area of Barcelona (MAB) have adopted the normative entrepreneurial identity promoted through the Strategic Metropolitan Plan of Barcelona (SMPB). Since 2010, governmental institutions have sought to align entrepreneurship with sustainability, technology, and global engagement. However, the degree to which ventures have internalized these values remains unclear. This study addresses this gap by conducting a mixed-method analysis of 200 digital enterprises, combining content analysis of institutional documents with statistical evaluation of espoused values. The findings indicate a low-to-moderate adoption level of the normative entrepreneurial identity, with sustainability and efficiency emerging as the most widely accepted dimensions, while cosmopolitanism remains the least embraced. This research contributes to the theoretical understanding of entrepreneurial identity formation by demonstrating how institutional frameworks shape but do not fully determine entrepreneurial values. The study provides insights for policymakers to bridge the gap between institutional goals and entrepreneurial practices meanwhile foster a more inclusive entrepreneurship ecosystems.