The theme of the talk builds on the observation that most new ventures seem to be mundane replications of existing forms, rather than innovative ventures. Yet, people often write of entrepreneurs as the most creative force in a society. As a sociologist, Aldrich believes that the answer to this paradox is to be found in the socio-cultural norms and values in most societies, which emphasize conformity and the value of obedience to the taken for granted way of doing things. These values are very difficult for individuals to overcome, but they do make it easier for entrepreneurs to start businesses that are similar to others. However, there will always be individuals who will deviate from the norms, and who value playfulness and creativity. Such people are sometimes seen as pursuing their own individual interest and engaging in self-serving behavior. Nonetheless, it is among these that we find the innovators. According to Aldrich, successful entrepreneurs are those who persist, in the face of discouraging feedback, and who utilize the help of others. Successful entrepreneurship is ultimately a very social activity.
Sprider forskning om innovation, entreprenörskap och småföretagande.
