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Industry Differences in Opportunity Recognition

David J. Hansen (University of Illisnois at Chicago)
Gerald E. Hills (University of Illisnois at Chicago)

Journal of Research in Marketing and Entrepreneurship

ISSN: 1471-5201

Article publication date: 1 July 2004



This exploratory study examines differences in opportunity recognition by industry. A sample of 142 entrepreneurs completed a detailed questionnaire. Certain differences by industry were in the product, firm and respondents’ characteristics as well as in opportunity recognition processes, especially in regards to innovation and level of creativity. In addition, there was a very clear, significant relationship between level of creativity and the number of opportunities identified and pursued across industries. The implications of this is that future research that involves creativity, such as using the creativity‐based model provided by Lumpkin et al. (2003), should include industry in the analysis.



Hansen, D.J. and Hills, G.E. (2004), "Industry Differences in Opportunity Recognition", Journal of Research in Marketing and Entrepreneurship, Vol. 6 No. 1, pp. 18-32.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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