Flavors of ventures, layers of context: Actions of small Finnish food and beverage ventures and how they change their landscapes

Recent developments in entrepreneurship research have increasingly emphasized the importance of contextualization and the interdependence between entrepreneurial action and the external environment. This dissertation contributes to this ongoing shift by offering four distinct yet interconnected perspectives on the dynamics between ventures and their environments, grounded in the context of small Finnish food and beverage (F&B) ventures. This sector offers a vibrant setting, characterized by rapidly shifting consumer trends, technological advancements, global disruptions, and gradually evolving regulatory and cultural landscapes. Drawing on a qualitative study of 54 heterogeneous ventures engaged in forms of ‘everyday’ entrepreneurship—often overlooked in research that prioritizes high-growth, tech-driven startups—this dissertation reveals the coexistence of ‘standard model’ features such as innovation and growth orientation, alongside more relational, artisanal, and collaborative approaches to entrepreneurship. These ventures employ entrepreneurial actions that resemble a versatile toolkit used to address challenges, explore opportunities, and co-create with stakeholders in a complex and evolving landscape. The four articles comprising this dissertation each explore a specific dimension of the context–venture relationship. Article 1 examines experimentation and business model innovation during the COVID-19 crisis, highlighting its effects on both individual ventures and their communities. Article 2 examines how crisis-induced external enablers facilitated the development of opportunities among small businesses in Finland and California, highlighting the recursive creation of enabling conditions. Article 3 extends the dominant rational view of experimentation by identifying rational, social, and emergent forms driven by both external and internal factors. Finally, Article 4 combines stakeholder theory and the resource-based view to examine strategic stakeholder interactions, revealing a reliance on informal contracting and a relationally embedded F&B ecosystem. Overall, the thesis emphasizes the importance of ongoing research in the field of entrepreneurship, encompassing a broader range of venture types and a deeper consideration of the complex dynamics of context. The findings suggest opportunities for entrepreneurs, policymakers, and educators to broaden their perspectives and better include more diverse ventures and entrepreneurs.