This chapter is an exposition of entrepreneur as a cultural hero. Entrepreneurism has become iconic within the context of neoliberalism. Neoliberalism is the philosophy of the market, the most prominent provocateur being F. A. Hayek. Entrepreneurship within neoliberalism is based on a philosophy of individualism, without a history or world, and with values of maximization of profit calculated by rationalized cost–benefit analysis. Neoliberalism promotes entrepreneurial values as the moral choice for each sector of society. This chapter will also explore the impact of neoliberal entrepreneurism; the entrepreneur as a mythological hero, in the classical sense; and the neoliberal version of entrepreneurism in the knowledge-based economy (KBE). The hidden side of entrepreneurship will be thematized as a possibility of both creative and positive practices of a “making-a-difference” orientation in society.


Neoliberalism Entrepreneur Creativity Hero Odysseus Post-neoliberalism 


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© Springer International Publishing Switzerland 2016

Authors and Affiliations

  1. 1.CommunicationMyklos Romeris UniversityVilniusLithuania

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