Context and entrepreneurship are intertwined. In some contexts, the ability to craft a compelling regional identity story may become crucial for enacting entrepreneurial action. Building on an in-depth case study of the recent revival of a Spanish wine region, we analyze the interaction between regional context (i.e. regional identity) and entrepreneurial behavior. We find that to facilitate the creation of conducive conditions for entrepreneurial action, entrepreneurs craft regional identity stories. We show that stories both reflect and possess agency and propose that storying is a process of constructing new identity stories. Specifically, we identify three different types of narratives and observe that the local winepreneurs actively engage in storying—that is, contextualizing the story to their needs.
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