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Opportunity development: an exploratory study of ecopreneurs using a creativity perspective

Opportunity development: an exploratory study of ecopreneurs using a creativity perspective Purpose – The purpose of this exploratory study is to examine the development of entrepreneurial opportunities within the context of environmentally‐sustainable business. The “4P” creativity framework (person, process, press/situation, and product) was used. Design/methodology/approach – Three cases were used to examine opportunity development. Each case involved an entrepreneur in the process of starting a new environmentally‐friendly business. The entrepreneurs were interviewed on a weekly basis. Findings – Findings suggest that the 4Ps are useful framework for examining entrepreneurial opportunity development. Furthermore, they are strongly interrelated. Research limitations/implications – Given their inherent creative nature, a creativity perspective is useful for examining opportunities. Additionally, the findings suggest that future research should consider the interaction within the constellation of creative factors – person, process, press and product – when using a creativity perspective. Originality/value – This study provides one of the few accounts of the development of entrepreneurial opportunities in which data were collected contemporaneously. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Research in Marketing and Entrepreneurship Emerald Publishing

Opportunity development: an exploratory study of ecopreneurs using a creativity perspective

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References (44)

Publisher
Emerald Publishing
Copyright
Copyright © 2012 Emerald Group Publishing Limited. All rights reserved.
ISSN
1471-5201
DOI
10.1108/14715201211246733
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this exploratory study is to examine the development of entrepreneurial opportunities within the context of environmentally‐sustainable business. The “4P” creativity framework (person, process, press/situation, and product) was used. Design/methodology/approach – Three cases were used to examine opportunity development. Each case involved an entrepreneur in the process of starting a new environmentally‐friendly business. The entrepreneurs were interviewed on a weekly basis. Findings – Findings suggest that the 4Ps are useful framework for examining entrepreneurial opportunity development. Furthermore, they are strongly interrelated. Research limitations/implications – Given their inherent creative nature, a creativity perspective is useful for examining opportunities. Additionally, the findings suggest that future research should consider the interaction within the constellation of creative factors – person, process, press and product – when using a creativity perspective. Originality/value – This study provides one of the few accounts of the development of entrepreneurial opportunities in which data were collected contemporaneously.

Journal

Journal of Research in Marketing and Entrepreneurship – Emerald Publishing

Published: Jul 6, 2012

Keywords: Opportunity development; Creativity; Ecopreneur; Case study; Sustainability; Entrepreneurialism; Career development

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