Abstract
Rural Entrepreneurship is an activity to fortify the progress of rural localities, and through this tool stimulate the inhabitants to find sufficient opportunities for their growth and integral development, this aspect being an element to make the decision to continue living in their territory and thereby reduce the migration of its inhabitants looking for family sustenance. The objective of this research is to analyze Rural Entrepreneurship in the New Rurality as an economic strategy to face the New Normal in the municipality of Nombre de Dios in the state of Durango, Mexico. For the research, a qualitative approach, a descriptive, non-experimental design and a cross-sectional scope were used. In relation to the previous approaches, knowing the actions of rural entrepreneurs in the New Rurality in the face of the New Normality caused by the COVID-19 pandemic is relevant for the state of Durango, Mexico, because it contextualizes the environment of rural entrepreneurship in the face of adverse circumstances that have prevented or truncated its development. Study will serve for future research related to Rural Entrepreneurship, the entrepreneurial ecosystem, generating utility for the University, the State and the urban and rural business community.
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