Entrepreneurship, Management Learning and Negotiated Narratives: 'Making it otherwise for us-otherwise for them''

A dialogic and drama-like narrative is presented. This has resulted from an unexpected
circumstance in which a business idea is seen to emerge. This narrative provides a
valuable resource for a ‘negotiated narrative’ style of entrepreneurship management learning
and it is used to contribute to the theoretical understanding of entrepreneurship itself and
to the production of a novel way of conceptualizing entrepreneurial processes generally.
Emphasis is given to the emergent and relational processes through which learning occurs
and through which entrepreneurial opportunities are realized. Entrepreneurship can thus be
seen as a matter of entrepreneurial actors relationally ‘becoming otherwise’ through enabling
customers or clients to ‘become otherwise’.