Purpose The purpose of this paper is to explain how context shapes what becomes entrepreneurial. Design/methodology/approach The paper is part of a longitudinal study over ten years, an ethnographic work including interviews, participating in meetings and shadowing. Texts and voices boiled down...

Purpose – The purpose of this paper is to examine theories of marketing and entrepreneurship and compare these with entrepreneurial marketing practices. Design/methodology/approach – The paper uses a case study to explore the social constructions of narratives. Findings – The paper reveals...