During the 1990s in particular entrepreneurship emerged as a hot topic. Entrepreneurship has now become more central, natural and, not the least, managerially correct and legitimised. Daniel Hjorth argues that the entrepreneurial qualities of entrepreneurship do not survive the managerialisation that takes place in enterprise discourse.
A rewriting is suggested. Opening up to influences from philosophy, literature and cultural studies, Hjorth takes us to an alternative way of thinking and thus practicing entrepreneurship. Through this rewriting our engagement with entrepreneurship is intensified as entrepreneurship becomes entrepreneurial.