To understand the case narrative based on entrepreneurship theories, we can analyze it using the concepts of paradox and storytelling.

1. Paradox: Paradox theory suggests that entrepreneurs often face contradictory demands and tensions in their decision-making processes. They need to navigate these paradoxes effectively to achieve success. In the case, we can identify several paradoxes that the entrepreneur faced, such as:

• Balancing innovation and tradition: The entrepreneur wanted to introduce a new product or service (storytelling) while also maintaining the legitimacy and credibility of the existing business (legitimacy building).
• Managing risk and opportunity: The entrepreneur had to take risks by investing time and resources in developing the storytelling aspect of the business, but also needed to identify and seize opportunities to ensure the venture’s success (ventarieg).

1. Storytelling: Storytelling is a theoretical concept that emphasizes the importance of creating and communicating a compelling narrative to engage stakeholders and build legitimacy for the venture. In the case, the entrepreneur recognized the power of storytelling to attract customers and differentiate the business from competitors. By leveraging storytelling techniques, the entrepreneur aimed to create an emotional connection with customers and establish a unique brand identity.

Based on these theories, we can evaluate the development in the following ways:

• Desirable development: The development can be considered desirable as the entrepreneur recognized the importance of storytelling and successfully integrated it into the business strategy. By doing so, the entrepreneur was able to attract customers, build legitimacy, and differentiate the venture from competitors.

• Actions based on theories: Based on the theories, the entrepreneur should have focused on effectively managing the identified paradoxes. This could involve finding a balance between innovation and tradition, ensuring that the storytelling aspect does not compromise the legitimacy of the business. Additionally, the entrepreneur should have carefully assessed and managed the risks associated with investing in storytelling, while also seizing opportunities to leverage storytelling for business growth.

In conclusion, understanding the case narrative through the lens of entrepreneurship theories, specifically paradox and storytelling, allows us to analyze the development, assess its desirability, and suggest actions that could have been taken based on these theories.