Objective of the study: Analyze the entrepreneurial attitude and culture in university entrepreneurs in the Victoria de Durango municipality, Mexico. Methodology/approach: The unit of analysis was 152 university entrepreneurs, they were studied using a mixed approach: quantitative through a questionnaire and through a statistical analysis with a structural and qualitative equation model through interviews. Main results: The main findings show that the entrepreneurial attitude and the entrepreneurial culture are significantly related, influencing the development of university entrepreneurship; where the most significant factors are "Opportunity" and "Innovation", which shows that they are entrepreneurs with initiative to identify opportunities in the market, but not only that, but the innovation component is added, which shows that they are professionals who seek to break with a traditional scheme and have a more proactive vision to offer products with greater added value that could ensure their permanence in the market. Theoretical/methodological contributions: This work is relevant because it allows us to know the motivations that graduates of public Higher Education Institutions (HEIs) have to create entrepreneurships and what are the main elements that influence the decision to undertake. Relevance/originality: The results offer information on the motivations, needs and obstacles faced by entrepreneurs and that could be used to outline selective public policies to encourage the growth of university entrepreneurship as a strategy to promote qualified employment. Social/management contributions: Studying the entrepreneurial attitude and culture of university entrepreneurs allows the creation of companies with high technological and technological content. innovation in products and processes.

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El futuro no solo está en las ciudades o en la vida urbana, el Emprendimiento Rural es una alternativa que hoy en día está siendo experimentado por los habitantes de las grandes urbes al campo, en la búsqueda de un medio más tranquilo y con un nivel de competencia y costo menor por ser una actividad económica en desarrollo, propiciando que las comunidades rurales sean una solución para aquellas personas que quieren cambiar de vida y emprender, contribuyendo al desarrollo y reinvención de las comunidades rurales. Emprender en las comunidades rurales es una forma de fomentar la sostenibilidad y el uso responsable de los recursos compartidos, enfocado hacia un modelo de Economía Circular, en el que se elimina el concepto de residuo y se incorpora el de reutilización y se acortan las cadenas de valor.El objetivo de esta investigación es analizar los factores que pueden incidir en la Economía circular como ventaja competitiva de Innovación y Sostenibilidad en el Emprendimiento Rural en el Estado de Durango, México. Es una investigación con enfoque cuantitativo, no experimental, con un diseño descriptivo, explicativo y correlacional y alcance transversal. Los resultados esperados permitirán contribuir al desarrollo del Emprendimiento Rural en el estado de Durango, México, fomentado la Economía circular como ventaja competitiva de Innovación y Sostenibilidad. explicativo y correlacional y alcance transversal.Los resultados esperados permitirán contribuir al desarrollo del Emprendimiento Rural en el estado de Durango, México, fomentado la Economía circular como ventaja competitiva de Innovación y Sostenibilidad. explicativo y correlacional y alcance transversal. Los resultados esperados permitirán contribuir al desarrollo del Emprendimiento Rural en el estado de Durango, México, fomentado la Economía circular como ventaja competitiva de Innovación y Sostenibilidad.-----------------------------------------------------Rural Entrepreneurship is an alternative that today is being experienced by the inhabitants of large cities in the countryside, in the search for a quieter environment and with a lower level of competition and cost because it is an economic activity in development, promoting that rural communities are a solution for those people who want to change their lives and undertake, contributing to the development and reinvention of rural communities. Entrepreneurship in rural communities is a way to promote sustainability and the responsible use of shared resources, focused on a Circular Economy model, in which the concept of waste is eliminated and reuse is incorporated and value chains are shortened. The objective of this research is to analyze the factors that can influence the Circular Economy as a competitive advantage of Innovation and Sustainability in Rural Entrepreneurship in the State of Durango, Mexico. It is an investigation with a quantitative approach; non-eperimental, exploratory, descriptive and correlational design; with a cross-sectional scope. The expected results will contribute to the development of Rural Entrepreneurship in the state of Durango, Mexico, promoting the Circular Economy as a competitive advantage of Innovation and Sustainability.