Local Embedding Paths for Rural New Ventures - A Multi-Case Study Based on the Embeddedness Perspective

The sound growth of rural enterprises is an important guarantee for the high-quality development of rural revitalisation, however, the rural geographical environment is complex and variable, and the local embedding mechanism of rural enterprises needs to be analysed in depth. In this study, three rural start-ups, Maple Valley, Xiaoshi Yizhuang and Hetuala, are selected as representative cases for inductive analysis. Local embeddedness is specified into three dimensions: relational embeddedness, structural embeddedness and cultural embeddedness, and a local embeddedness framework for rural start-ups is proposed from the embeddedness perspective. The study finds that in the process of local embeddedness, the three key elements of relational embeddedness, structural embeddedness and cultural embeddedness interact and support each other, and that the enterprises form a value co-creation through relational embeddedness, a value co-creation mechanism through structural embeddedness, and an endogenous empowerment through cultural embeddedness, which constitutes a complete picture of local embeddedness.