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

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.

Citation

Hansen, D.J., Monllor, J. and McMurchie, L. (2012), "Opportunity development: an exploratory study of ecopreneurs using a creativity perspective", Journal of Research in Marketing and Entrepreneurship, Vol. 14 No. 1, pp. 27-39. https://doi.org/10.1108/14715201211246733