In user's shoes: An experimental design on the role of perspective taking in discovering entrepreneurial opportunities

Emanuela Prandelli, Martina Pasquini and Gianmario Verona

Journal of Business Venturing, 2016, vol. 31, issue 3, 287-301

Abstract: In this paper we investigate how the entrepreneur's ability of taking the perspective of the user in a market enhances opportunity identification. We also show how prior knowledge of the market positively moderates the relationship between user perspective taking and opportunity recognition. Our study is grounded in entrepreneurship contributions that try to disentangle the role of cognitive processes in opportunity recognition. We confirm our intuition through a one-factorial between-subject experiment and we discuss our findings for entrepreneurship research and user innovation literatures.

Keywords: Entrepreneurship; User; Perspective Taking; Demand; Cognition (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (24)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbvent:v:31:y:2016:i:3:p:287-301

DOI: 10.1016/j.jbusvent.2016.02.001

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