136N. Entrepreneurship scholar P. Innovation scholar R. Entrepreneurship and innovation scholar

S. Entrepreneurship support actor T: Entrepreneurship coach W. Entrepreneurship scholar X. Entrepreneurship scholar Z. Serial entrepreneur Cultural Ideals in the Entrepreneurship Industry

137It is dangerous with terms where people do not see both the upside and the downside; terms

that have these assumed, positive connotations. . .and there is a lot of that when it comes to

entrepreneurship and innovation. Because it is seen as the solution to all of the problems of

humanity (M. Entrepreneurship Scholar). Because the idea of entrepreneurship as cultural ideal was salient in many interviews, I engaged in a more focused, thematic analysis of my interviews, trying to identify what that this ideal implied. This analysis centered around five core themes: Informants’ descriptions of (1) core actors and their activities in the entrepreneurship industry in Sweden; (2) entrepreneurship as a cultural ideal being present in the entrepreneurship industry; (3) how this ideal emerges and becomes sustained; (4) how this ideal is visually manifested—here, language and looks emerged as two central categories; (5) the consequences of cultural ideals in the entrepreneurship industry. I systematically coded all interviews with respect to these five themes, creating first-order codes to capture individual opinions, observations,