Abstract

An ethnographic case study of five rural farmwomen in Cedar County, Nebraska, was conducted to contribute to the understudied area of rural entrepreneurship and women entrepreneurs. This naturalistic inquiry into the lived experiences of five women provides an exceptional view of the founding of a new microenterprise, the St. James Marketplace, a farmer-to-customer market in an agricultural setting. The study considered factors identified from previous research on entrepreneurship in both urban and rural settings. It connected the formation of this microenterprise to the history, culture, values, and economic situation that motivated the founders’ entrepreneurial behavior. A social embeddedness perspective was employed in the analysis. Negative forces from the macroenvironment, such as the closing of the local church parish and declining economic conditions for farming, influenced the creation of the venture. However, the most important motivation was to sustain community. This study satisfies a need for in-depth inquiry into rural entrepreneurship, rural communities, and rural farmwomen entrepreneurs