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Each practical action in rural areas should be based on a comprehensive, new, and innovative theoretical paradigm. For nearly three decades, the global economic system has embraced rural entrepreneurship as a "productive" and innovative strategy in rural development in many countries, including both underdeveloped and developed countries. At present, we have large companies, which due to government development interventions, are replaced with small- and medium-sized businesses under inflexible and extreme entrepreneurialism. The purpose of this conceptual paper is to shed light on the prevailing entrepreneurship practice and discourse, criticize them, and finally introduce a new paradigm known as "paradigm of rural prosperity" (PRP). In this work, Aram Ziai's theory of skeptical post-development was used, along with Campbell Jones and André Spicer's critical theory of entrepreneurship and Rosenqvist's theory of the conceptualization of rurality and rural environment called "hermeneutical realism". The present paper attempts to base the paradigm of rural prosperity on three pillars of analysis and explanation: (a) rural embodiment, (b) neoliberalism, and (c) concept of sustainability. Although some case studies in Iran have been used as empirical evidence, this paper argues that the paradigm of rural prosperity is universal in nature and can be used in any geographical and cultural context to provide new rural development.

Each practical action in rural areas should be based on a comprehensive, new, and innovative theoretical paradigm. For nearly three decades, the global economic system has embraced rural entrepreneurship as a "productive" and innovative strategy in rural development in many countries, including both underdeveloped and developed countries. At present, we have large companies, which due to government development interventions, are replaced with small- and medium-sized businesses under inflexible and extreme entrepreneurialism. The purpose of this conceptual paper is to shed light on the prevailing entrepreneurship practice and discourse, criticize them, and finally introduce a new paradigm known as "paradigm of rural prosperity" (PRP). In this work, Aram Ziai's theory of skeptical post-development was used, along with Campbell Jones and André Spicer's critical theory of entrepreneurship and Rosenqvist's theory of the conceptualization of rurality and rural environment called "hermeneutical realism". The present paper attempts to base the paradigm of rural prosperity on three pillars of analysis and explanation: (a) rural embodiment, (b) neoliberalism, and (c) concept of sustainability. Although some case studies in Iran have been used as empirical evidence, this paper argues that the paradigm of rural prosperity is universal in nature and can be used in any geographical and cultural context to provide new rural development.