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This paper aims to examine the emergence of passion-driven entrepreneurship within the context of small and medium-sized towns (SMSTs). SMSTs are seen as peripheral areas lacking the resources to support autonomous economic development and renewal. The paper explores the relationship between entrepreneurship and the context of SMSTs through the concepts of entrepreneurial passion (EP) and domain passion (DP). Industrial marketing and purchasing approach is adopted as a theoretical foundation to conduct the analysis through the actors–activities–resource framework.

This paper adopts a multiple case-study methodology. Two passion-driven entrepreneurial ventures (PDEVs) have been traced from the conception of the initial idea until the new ventures establishment.

EP and DP emerge as key resources in transforming the initial idea into a real entrepreneurial venture in resource-scarce settings as SMSTs. Shared passion fosters the involvement of local actors and the propensity to overcome relevant hurdles in the entrepreneurial process.

This paper contributes to the literature on entrepreneurship through the analysis of the role of PDEVs in SMSTs’ contexts. It highlights the role of “passion for place” as a new dimension of passion in entrepreneurial studies. From a managerial perspective, it emphasizes the role of passion as a key resource for networking and marketing. From a policy perspective, it calls for monitoring and support for training, funding and networking.