When searching for patterns and themes in the
data relevant to the study, the researcher was
“senitised” by the pre-understanding of
entrepreneurial marketing which she had acquired
from her previous research on this topic and her
familiarity with the entrepreneurial marketing
literature. In this way, from the process of coding
and constantly comparing slices of data – in the
form of sections of transcribed interviews – four
themes relevant to understanding entrepreneurial
marketing within a social enterprise context
emerged: opportunity recognition (OR);
entrepreneurial effort (EE); an entrepreneurial
organisational culture (EOC); and networks and
networking (N&N).