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Towards an understanding of "opportunity"

Towards an understanding of "opportunity"
Towards an understanding of "opportunity"
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.
1052-8008
67-73
Hulbert, Bev
e37655bd-aac7-42b4-b21f-4a31027d9219
Brown, Reva B.
78cb05e4-3d3e-486d-9911-b8c86fcdcd73
Adams, Sophie
9520d3a7-8c88-45df-b560-5294adce8ede
Hulbert, Bev
e37655bd-aac7-42b4-b21f-4a31027d9219
Brown, Reva B.
78cb05e4-3d3e-486d-9911-b8c86fcdcd73
Adams, Sophie
9520d3a7-8c88-45df-b560-5294adce8ede

Hulbert, Bev, Brown, Reva B. and Adams, Sophie (1997) Towards an understanding of "opportunity". Marketing Education Review, 7 (3), 67-73.

Record type: Article

Abstract

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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More information

Published date: 1997

Identifiers

Local EPrints ID: 51634
URI: http://eprints.soton.ac.uk/id/eprint/51634
ISSN: 1052-8008
PURE UUID: 17abf7aa-7580-4c4a-9ba2-0842c05e007e

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Date deposited: 29 May 2008
Last modified: 11 Dec 2021 17:10

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Contributors

Author: Bev Hulbert
Author: Reva B. Brown
Author: Sophie Adams

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