Current - Issue

Background: Assam as an entrepreneurial state has a strong cultural heritage and deep-rooted traditional practices like tea, silk weaving, handicraft and farmer since ancient times. In the process of the state moving towards a diversified economy with a different mix of industries including services and technology, it is all the more important to have the knowledge on how site-specific cultural values impact the behavior of the entrepreneurs. Purpose: The present research looks into the interaction between cultural dimensions of the Assamese and the entrepreneurial orientation, more specifically in innovation, networking, and pro - activeness. Methodology: One hundred purposively chosen business owners and entrepreneurs from various Assamese districts were given a structured questionnaire that focused on three main industries: manufacturing/agro-based ventures, service industries, and traditional industries. Cultural dimensions (Cronbach's α = 0.80) and entrepreneurial orientation (Cronbach's α = 0.83) were found to be internally consistent. For data analysis, one-way ANOVA, multiple regression, correlation, and descriptive statistics were used. Result: The analysis found that collectivism was positively linked with networking, and risk tolerance with pro activeness, while uncertainty avoidance showed a negative association with innovation. Cultural dimensions significantly influenced entrepreneurial orientation, with collectivism, risk tolerance, and uncertainty avoidance emerging as key predictors. Further, entrepreneurial success differed across sectors, with service sector entrepreneurs performing better in innovation compared to those in traditional industries. Conclusion: The findings demonstrate how Assamese cultural heritage can both support and impede entrepreneurial innovation. Implications for policy include addressing risk aversion with focused capacity-building initiatives and utilizing collectivist inclinations through cooperative networks. Originality/Value: This study adds to the small body of empirical research on how culture and entrepreneurship interact in Northeast India. It offers a fresh viewpoint on how indigenous values influence creativity, networking, and initiative by tying Assamese cultural aspects to entrepreneurial orientation. The results provide useful advice for policymakers in creating context-specific strategies to promote sustainable entrepreneurship, in addition to enhancing the theoretical discussion of cultural entrepreneurship.