Overview of the Model
The fundamental premise of our model is that the features of contextual embeddedness affect the salience of entrepreneurial identity and the purposeful crafting of that identity by the individual (see Fig. 1). We focus on the entrepreneur’s characteristics, in particular his or her motivation (or reason) to become an entrepreneur (push or pull factors) and the entrepreneurial mindset (growth or fixed). We then, consider how the affective aspects of the experience influence the salience of entrepreneurial identity and the purposeful crafting of the entrepreneurial identity. More specifically, we distinguish between positive and negative emotions from performance feedback on the enactment of the entrepreneurial role and performance.
The general idea is thus that contextual embeddedness influences the enactment of the entrepreneurial role and identity. We use the term contextual embeddedness to emphasize the intersubjective experiencing of reality. In other words, we theorize that the influence of contextual embeddedness is visible in efforts individuals put into enacting roles and behaviors that are socially desirable in their context. Moreover, we theorize that with increased contextual embeddedness, the purposeful crafting of the entrepreneurial role increases. This means that the more entrepreneurs identify with the entrepreneurial role, the more salient the entrepreneurial identity becomes. Consequently the more effort they put into adopting behaviors expected of such a role.