Development of the Business and Entrepreneurial Culture I. The objective is to position the entrepreneur as a hero, to develop a culture that promotes innovation and business, and to transform the entrepreneurial culture. This includes the formulation of a communication strategy, the production of materials (success cases and studies, etc, promotions, and events. It also comprises the development of nontraditional mass media communications for disseminating contents to all priority audiences. Market environment I. This dimension deals with several aspects of market development and access, such as access to domestic markets, access to foreign markets, product market regulation, states of competition and public procurement. Market development and access play a key role in innovative entrepreneurship, since market opportunities will ultimately determine conditions for business successor failure.
