Personal and social identity are critical for entrepreneurs. However, tensions arise in entrepreneurial experiences due to the independence underlying personal identity and embeddedness underlying social identity. In this qualitative study, we explore how novice and experienced entrepreneurs navigate these tensions. We find that novice entrepreneurs are focused on discovering their personal identity via broad interactions within social groups. Experienced entrepreneurs devote more time to their ventures and less time in social groups but they value the targeted collaborations within these social groups. We discuss the mechanisms that underlie the paradox between centrality and salience of personal and social identity.
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