Endogenous entrepreneurship is nowadays seen as an important strategy for rural development and an important way to achieve competitiveness in rural and peripheral areas. However, rural areas are characterized by low densities. In such circumstances entrepreneurship is particularly difficult. Nevertheless, innovative entrepreneurship can be found in these areas. The concept of innovation is discussed and the marketing concept is introduced to argue that, at the organizational level, niche marketing strategies are the most appropriate for rural firms to be innovative and take advantage of the opportunities that new trends in society open up for them. Finally some policy considerations are made.
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