Abstract

The focus of this chapter is to develop ways in which we can explore ‘context rich’ individualised situations or, in other words, the ‘reality’ of ‘doing business’ within a given social setting. A research design must be used that is consistent with a study regarding such individualised and personal forms of ‘reality’. Therefore, a methodology that mirrors the operation of the entrepreneurial firm should be used. However, the ‘reality’ of the language used and the implied meaning by actors is acquired through a contextual interpretation of events and therefore a second ‘reality’ is derived: that of the researcher’s views of the ‘reality’. A narrative methodology is promoted as the appropriate response to these concerns. This approach has been chosen so that, in seeking an immersion with the phenomena, a richness and depth of meaning in the outcomes then emerges.