Entrepreneurship researchers have focused on WEIRD samples—that is, Western, Educated, Industrialized, Rich, and Democratic samples. This editorial suggests that not all theories formed on and tested with WEIRD samples are generalizable to non-WEIRD contexts. A richer picture of entrepreneurial phenomena can come from non-WEIRD entrepreneurship research, especially (but not exclusively) by non-WEIRD researchers with local knowledge and interests. In this editorial, we hope to motivate more non-WEIRD entrepreneurship research by highlighting the potential problems with the dominance of a WEIRD perspective in our most impactful research, introducing each element of a non-WEIRD approach to solve those problems, and offering some big-picture thoughts and methods as future research opportunities. Indeed, we provide research opportunities that could lead to contextualized entrepreneurship theories embedded in contexts not well represented in the mainstream entrepreneurship literature, largely devoted to the WEIRD. We conclude this editorial with recommendations for reviewers and editors of these mainstream entrepreneurship journals.
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