Padang (ANTARA) - Donard Games, an entrepreneurship researcher from Universitas Andalas, presented a study on the role of culture, social trust, and community relationships in entrepreneurship at the 8th International Conference on Rural Development and Entrepreneurship (ICORE), held on 15 July 2026 in Senggigi, Lombok.
During the conference, Games was also recognized as one of the best presenters, highlighting the relevance of the study and Universitas Andalas’ contribution to international discussions on entrepreneurship, rural development, and cultural embeddedness.
The study, entitled “Mapping Cultural Embeddedness and Entrepreneurship in Collectivist Societies and Rural Contexts: A Bibliometric Review,” shows that entrepreneurship research is increasingly moving beyond purely economic perspectives. Scholars are paying greater attention to how culture, community relationships, social networks, trust, and local values shape entrepreneurial activities.
The research was conducted by Donard Games, Sanda Patrisia Komalasari, and Nadia Edawarma from Universitas Andalas; Askolani from Universitas Pendidikan Indonesia; Titis Shinta Dhewi from Universitas Negeri Malang; and Muhammad Rizky Prima Sakti from University College of Bahrain.
ICORE 2026 was organized alongside the 2nd International Conference on Sustainable Economics, Management, and Accounting (ICSEMA). The conferences brought together researchers and academics to discuss rural development, entrepreneurship, sustainability, management, accounting, and related economic issues.
Understanding Entrepreneurship Through Culture
Entrepreneurship research has traditionally focused on economic factors such as capital, market opportunities, innovation, competition, and business performance. However, entrepreneurs do not operate independently of their social and cultural environments.
In rural and collectivist societies, entrepreneurial decisions are frequently influenced by family relationships, local traditions, community expectations, social trust, and shared responsibilities. These factors shape how entrepreneurs identify opportunities, obtain resources, respond to uncertainty, develop innovations, and maintain their businesses.
According to Games, a socio-cultural perspective is essential for understanding entrepreneurship in societies where collective relationships remain central to economic and social life.
“Entrepreneurship cannot be understood solely as an individual and economic activity,” Games said. “In rural and collectivist communities, business decisions are often deeply connected to culture, family relationships, social trust, community obligations, and local values.”
Although scholarly interest in cultural embeddedness and entrepreneurship has grown, the existing literature remains fragmented. The study was therefore conducted to map the intellectual structure, major themes, and development of research in this field between 2017 and 2026.
Mapping Recent Research
The researchers used bibliometric analysis to examine patterns and relationships in academic publications. Data were retrieved from the Dimensions academic database using predetermined keywords related to cultural embeddedness and entrepreneurship.
Following screening and data cleaning, the researchers analyzed 34 English-language journal articles published between 2017 and 2026.
VOSviewer version 1.6.20 was used to examine publication trends, keyword co-occurrence, network relationships, thematic development, and bibliographic coupling. This approach allowed the researchers to identify the dominant themes in the literature and examine how different concepts were connected.
The findings showed increasing academic interest in cultural embeddedness and entrepreneurship during the period studied. Four major thematic clusters were identified.
The first cluster, Entrepreneurial Actors and Social Interaction, focuses on entrepreneurs, gender, social interaction, and embeddedness. It demonstrates how ongoing relationships, social roles, and localized trust shape entrepreneurial behavior.
The second cluster, Cultural Adaptation and Community Impact, includes themes such as entrepreneurship, culture, community, entrepreneurial activity, and social impact. It highlights how cultural systems and community expectations influence the legitimacy, sustainability, and social contribution of businesses.
The third cluster, Macroeconomic and Theoretical Dimensions, connects concepts such as theory, economy, relationships, and emergence. It reflects efforts by researchers to understand how broader economic developments interact with social and cultural structures.
The fourth cluster, Contextual Business Opportunities, focuses on business opportunities, implications, and local context. It emphasises that entrepreneurial opportunities are not universal but are interpreted and developed differently according to local institutions, cultural expectations, available resources, and community needs.
Relevance for Rural and Collectivist Communities
The findings are particularly relevant to rural areas and collectivist societies, where business activities often depend on kinship networks, community relationships, reputation, and mutual support.
In these settings, entrepreneurs may rely on trusted relationships rather than formal contracts to obtain information, mobilize resources, reach customers, and overcome business challenges. Social and cultural embeddedness may therefore strengthen entrepreneurial innovation, resilience, sustainability, and community legitimacy.
However, the researchers also noted that cultural embeddedness may create constraints. Strong social obligations can pressure entrepreneurs to prioritize family or community interests, while deeply rooted traditions may discourage experimentation or expansion into new markets.
The study, therefore, argues that cultural embeddedness should not automatically be regarded as entirely beneficial or restrictive. Its effects depend on the specific social, cultural, and institutional conditions in which entrepreneurs operate.
Implications for Policy and Rural Development
The study concludes that entrepreneurship should increasingly be understood as a socially embedded process rather than solely as an individual pursuit of economic opportunity.
This perspective has important implications for entrepreneurship education and public policy. Programs supporting rural entrepreneurs should not focus exclusively on finance, digital technology, and standardized business training. They should also recognize local culture, trusted community institutions, social networks, and the distinctive realities of rural communities.
“Entrepreneurship policies will be more effective when they recognize that entrepreneurs are embedded within families and communities,” Games said. “Development programs should work with local culture and social relationships rather than treating them as unrelated to business development.”
The study also provides a research roadmap for future scholars. Further research could investigate how gender, migration, digitalization, religious values, indigenous knowledge, intergenerational relationships, and rural institutions shape culturally embedded entrepreneurship.
This activity is funded by the Indonesian Endowment Fund for Education (LPDP) on behalf of the Indonesian Ministry of Higher Education, Science and Technology and managed under the EQUITY Program, Contract No. 4304/B3/DT.03.08/2025.