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In some large enterprises introducing radical innovation may prove difficult, but introducing a combination of incremental changes may be more practical, particularly in the services sector where existing resources are utilized, and this may be seen as a process of entrepreneurial bricolage. For small resource-limited firms there may be no alternative but to draw on novel combinations of existing resources. The term bricolage comes from a French expression for “tinkering” and this is what it is suggested many innovative SMEs do — learn-by-doing. The notion of entrepreneurial bricolage has been used to describe a process for assembling readily available physical and knowledge assets in novel combinations for a business purpose, creating product and process “recipes”. In this paper, we explore the research question: How can entrepreneurial bricolage be represented as a coherent process?