Creating a sustainable ripple in rural entrepreneurship – the case of Deserttulip in resource-constrained rural Jordan

Abstract

Purpose

This article aims to explore whether and how rural entrepreneurs (REs) navigate the challenges they face to support rural development, with a particular focus on sustainable entrepreneurial development in Jordan.

Design/methodology/approach

Drawing on structuration theory (Giddens, 1984), the article is underpinned by the position-practice perspective and its four interrelated elements: praxis, positioning, capabilities and trust. A qualitative methodology is applied to explore the case study of Deserttulip in Jordan and its utilisation of the innovative agricultural Groasis Waterboxx-Technology (GroasisWBT).

Findings

Findings indicate that the position-practice of rural entrepreneurs becomes contextualised between enablers and constraints that shape entrepreneurs' praxis, positioning, capabilities and trust. Pervasive constraints are evidenced by limiting external structures and resources. Yet, these are challenged by enablers observed through the agentic roles of REs and the utilisation of innovative tools in ways that minimise the limitations of constrained contexts.

Practical implications

The article has practical implications within countries with extreme constraints – including environmental (drought), financial and institutional constraints – where collective sustainable initiatives, alongside the utilisation of innovative tools, are called for in order to minimise the impact of limited resources and institutional support whilst promoting empowerment, cohesion and sustainable entrepreneurial development.

Originality/value

The article highlights the specificity of constrained entrepreneurship in ways that allow re-interpreting position-practice of rural entrepreneurs around collective social systems rather than individual entrepreneurs. A sustainable ripple is conceptualised, whereby expanding sustainable entrepreneurial development initiatives are observed around collective acts that stress the accountability and mutual dispositions of rural entrepreneurs towards developing and sustaining their contexts.