Abstract
As public and private organizations are spending resources fostering entrepreneurship, an industry around entrepreneurship has emerged. Using the entrepreneurship industry in Sweden as a case and example, this chapter provides an explorative analysis of the emergence, manifestations, and consequences of cultural ideals within this industry. The analysis reveals how the entrepreneurship industry is not only a producer of goods and services for opportunity discovery and development; but also a producer of entrepreneurship culture. Moreover, it reveals how the production and consumption of entrepreneurship culture can lead to problems of inefficiency and discrimination, problems which ultimately hamper the entrepreneurial output that the industry is supposed to produce.