An institutional perspective, linking social meaning to economic actions, provides an expanded approach to this study of entrepreneurial activities in small communities across four US regions. The sample of 205 entrepreneurial firms, operated with fewer than 20 employees, represented nine Standard Industrial Classifications, and was located in communities with fewer than 50,000 people. Most reported that their businesses were successful and expected to grow. Perceived business success was associated with goal achievement, community concern for the business, and specific strategies that focused on innovation, low cost and low customization. Theoretical and practical applications are suggested. Findings are generated for expanding small community marketplace research.
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