As described above, the process of inductive
analysis identified four themes within the data
which contribute to an understanding of
entrepreneurial marketing within a social
enterprise context. Table III uses examples of data
– in the form of the words which respondents used
during interviews – to illustrate these themes and
identify the entrepreneurial marketing literature to
which they relate. This is followed by a more
detailed description of each of these themes before
discussing their implications, drawing conclusions
and offering recommendations