Research On The Institutional Bricolage Of Rural Entrepreneurs Based On The Grounded Theory Approach

In recent years,rural entrepreneurship has flourished.However,due to various reasons such as relatively weak endowment and backward entrepreneurial environment in rural areas,rural entrepreneurs often face severe resource constraints.For this issue,relevant literature indicates that entrepreneurial bricolage has always been an important theoretical lens to investigate how rural entrepreneurs overcome resource dilemmas.Entrepreneurial bricolage refers to the combination of entrepreneurs with the resources at hand to take advantage of new opportunities or create new value.Although the bricolage theory has been introduced into the study of rural entrepreneurship by scholars,the existing literature pays more attention to how rural entrepreneurs bricolage in the fields of physical,labor,and skills to solve resource dilemmas,seldom inquires into how rural entrepreneurs creatively draw resources from the institutional realm to solve problems or exploit opportunities.Institutional bricolage is a bricolage that occurs in the institutional realm and helps companies create new value,gain legitimacy,and build organizational identity.Relevant rural entrepreneurial cases also show that the Institution is an important resource that rural entrepreneurs can bricolage.This not only shows that the bricolage behavior of rural entrepreneurs in the institutional field is more common,but also reveals that this bricolage behavior has important theoretical and practical values.To address the gap,this study takes Chinese rural entrepreneurs as the research object,and uses the institutional bricolage theory as the theoretical basis to sort out relevant literature on rural entrepreneurs and bricolage,and conducts exploratory research on rural entrepreneurs' institutional bricolage.This paper uses grounded theory approach to code and analyze 66 rural entrepreneurial stories reported by CCTV in 2018,and obtain 43 concepts,13 categories,4 main categories,and 1 core category.In the end,the coding procedures of grounded theory approach identified three types of antecedents(including external environmental factors,internal operating factors,and entrepreneurai cognitive factors),five strategies(including obey,manipulate,improve,group and break),and two results(including new value creation and legitimacy acquisition)of rural entrepreneurs' institutional bricolage.On this basis,this paper constructs a model of the institutional bricolage process of rural entrepreneurs.The research results show that,under the influence of internal operating factors and external environmental factors,rural entrepreneurs will consciously or unconsciously identify relevant institutional resources after identifying the crisis or new opportunities facing the organization,and then adopt appropriate institutional bricolage strategies to solve problems or pursue opportunities and ultimately gain legitimacy or create new value for the enterprise.This research not only enriches and develops institutional bricolage and rural entrepreneurship literature,but also provides useful reference and inspiration for rural entrepreneurship practices.