Multiple intelligence and entrepreneurial opportunity recognition – a failsafe approach of neuromarketing

Abstract

Purpose

This paper aims to clarify the relationship between multiple intelligence (MI) and entrepreneurial opportunity recognition. It discusses to what extent each dimension of MI is considered as an activation driver of entrepreneurial opportunities recognition. This paper also aims to expand the domain of entrepreneurial opportunities recognition via MI by considering the mediating role of neuromarketing perception, adopting a combined perspective of intelligence, entrepreneurship and also neuromarketing to provide a future direction for the creation of interdisciplinary insights in the area of entrepreneurship.

Design/methodology/approach

This paper opted for literature synthesis to define key concepts surrounding MI and entrepreneurial opportunities recognition. Besides, it also attempted to identify an influential mediator in explaining the entrepreneurial opportunities recognition phenomenon. Consequently, this paper identified the gaps in current research to draw upon a more holistic conceptual framework. The rationale for the research was justified within the body of research.

Findings

This paper suggested research propositions based on the literature synthesis in view of MI and entrepreneurial opportunities recognition. More specifically, it has proposed a conceptual framework, explaining the relationship between a multi-dimensional view of both MI and entrepreneurial opportunities recognition. It is envisaged that the mediating role of neuromarketing perception incorporated in this conceptual work will improve the predictive value of the proposed framework and offer additional insights about factors that advance entrepreneurial opportunities recognition.

Research limitations/implications

This paper suffers from the obvious limitation of lacking empirical investigation. However, it does provide a theoretical rationale for the argument that entrepreneurial opportunities recognition can be advanced if MI are identified and associated with neuromarketing dimensions. Perhaps the most important direction for future research is further extension and validation of this framework by performing an empirical investigation to produce newer insights into this phenomenon.

Originality/value

This conceptual work is different from previous studies on the grounds it has considered unexplored issues in explaining entrepreneurial opportunities recognition. To bridge the critical knowledge gap of the entrepreneurial opportunities recognition phenomenon, a mediating effect of neuromarketing perception is also integrated within the model. The proposed model was neither formulated nor tested empirically in previous studies locally or perhaps globally, therefore it stands out as an original contribution incorporating MI and entrepreneurial opportunities recognition phenomenon while considering the brain activity through neuromarketing perception.

Citation

Baskaran, S., Mahadi, N. and Abd Rasid, S.Z. (2021), "Multiple intelligence and entrepreneurial opportunity recognition – a failsafe approach of neuromarketing", Journal of Research in Marketing and Entrepreneurship, Vol. 23 No. 2, pp. 318-338. https://doi.org/10.1108/JRME-05-2020-0049