Retail entrepreneurial values in a bicultural community: Cultural and economic contentions and negotiation

Abstract

Economic activity is universal yet the objectives of entrepreneurship are culture-specific in that the entrepreneur cannot be separated from the cultural context. The purpose of this research was to understand the structural differences between the Old Order Amish and their non-Amish counterpart as they conduct entrepreneurial activity in a bi-cultural rural setting. Eleven months of field research uncovered distinct differences between the two groups with regard to three conceptual themes: responsibility, cooperation and competition, and success. Amish entrepreneurs often find themselves in a state of negotiation between contradictory values of their own cultural system and those of the dominant world. The economic behavior of non-Amish entrepreneurs, on the other hand, is steeped in notions of individual gain found in the free market system. In an increasingly multicultural world, understanding the role of culture in economic life becomes critical if cultural groups are to conduct business in the same marketplace.