Hulbert, Bev, Brown, Reva B. and Adams, Sophie
Towards an understanding of "opportunity"
Marketing Education Review, 7, (3), .
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The understanding of what constitutes an opportunity is a key factor of business life, whether it occurs at the start-up of a business by a sole entrepreneur, in the development of growth strategies, or in maintaining corporate momentum in the well-established business. Because the recognition of business opportunity is fundamental to the entrepreneurial process and to successful marketing in the established business, this paper probes the meaning of "opportunity", and examines the nature of the opportunity recognition process. It proposes that opportunity recognition forms one of the basic continuums between "marketing" and "entrepreneurship," and is a useful basis on which to analyze and understand the marketing/entrepreneurship interface and its application to teaching business students.
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