Cognitive Approaches to Entrepreneurship Research: Volume 6

Subject:

Table of contents

(12 chapters)

Cognition has always been central to the popular way of thinking about entrepreneurship. Entrepreneurs imagine a different future. They envision or discover new products or services. They perceive or recognize opportunities. They assess risk, and figure out how to profit from it. They identify possible new combinations of resources. Common to all of these is the individual’s use of their perceptual and reasoning skills, what we call cognition, a term borrowed from the psychologists’ lexicon.

Organizational learning continues to be an important issue for all types of firms. Managerial accounts of organizational learning are in high demand; for example, Senge’s The Fifth Discipline (Senge, 1990a) has sold over 500,000 copies in the U.S. Studies exploring the nature of knowledge creation, intellectual capital, and knowledge management have been on the rise, with recent papers being published for academics (McElroy, 2000; Nahapiet & Ghoshal, 1998; Nonaka, 1994), and practitioners (Brown & Duguid, 1998; Fryer, 1999). According to some experts, the ability to transform information into knowledge through organizational learning is a critical success factor for all businesses in the current knowledge-based economy (Davis & Botkin, 1994; Lei, Slocum & Pitts, 1999).

The concept of fit is central to theories in both the fields of strategic management and organizational behavior. It is our contention that many key questions in the field of entrepreneurship might also be successfully addressed through a fit approach. For instance, why do entrepreneurs often make poor managers? And why must founders often be replaced by professional managers as their firms grow? The idea of misfit is implicit in both of these questions. A fit perspective may also be beneficial in better understanding specific entrepreneurial behaviors. For example, why does one entrepreneur start and grow multiple businesses over his or her career (serial) while another might be content with starting only one business (novice)? or Why does one entrepreneur continually strive to grow his or her firm while another is content to arrest development (lifestyle) at a certain level? All of these questions, and obviously many more, can be viewed and examined as questions of fit.

Shane and Venkataraman (2000) and Venkataraman (1997) suggest that the field of entrepreneurship seeks to understand how opportunities are discovered, created, and exploited, by whom, and with what consequences (italic added). Surprisingly and despite the fact that the person – the entrepreneur – is central to the creation of new ventures, entrepreneurship scholars are reluctant to explicitly include individual differences in formal models of new venture formation. For example, notwithstanding the important role that entrepreneurs play in forging new wealth and creating new jobs, research to identify cognitive processes, attitudes, behaviors, traits, or other characteristics that distinguish entrepreneurs from others who opt to work as employees remains somewhat marginal. Indeed, only very few studies on individual differences have been published in leading management journals. One possible explanation for this reluctance is that in the past researchers might have classified most individual differences as traits research and thus criticism spilled over to include all individual difference research, regardless of whether the focus was trait, cognitions, emotions, attitudes, behaviors, or other characteristics.

Take the image of the entrepreneur as a driven accepter of risk, an individual (or set of individuals) hungry to amass a fortune as quickly as possible. This image is consistent with the traditional finance theory view of entrepreneurial startups, one that assumes that profit maximization is the firm’s sole motivation (Chaganti, DeCarolis & Deeds, 1995). Myers’s (1994) cost explanation of the pecking order hypothesis (i.e. entrepreneurs prefer internally generated funds first, debt next, and external equity last) incorporates this economically rational view of entrepreneurs’ financing preferences. According to this view, information asymmetry and uncertainty make the availability of external financing very limited and the cost of it prohibitively high. To compensate, entrepreneurs must give up greater and greater control in order to “buy” funds needed to achieve the desired growth and profitability. Indeed, Brophy and Shulman (1992, p. 65) state, “Those entrepreneurs willing to relinquish absolute independence in order to maximize expected shareholder wealth through corporate growth are deemed rational investors in the finance literature.” Undoubtedly, cost and availability explanations of financing choices are valid for many new and small businesses. However, many entrepreneurship researchers have long been dissatisfied with the incompleteness of this perspective.

Shane and Venkataraman (2000) suggest “the field [of entrepreneurship] involves the study of sources of opportunities; the processes of discovery, evaluation, and exploitation of opportunities; and the set of individuals who discover, evaluate, and exploit them” (p. 218). However, the study of the judgment required for opportunity evaluation has been greatly overshadowed by interest in opportunity recognition and to a lesser extent opportunity exploitation. This is surprising considering the number of economic theories of the entrepreneur that recognize sound judgment as a principal quality of entrepreneurship (Cantillon, 1755; Kirzner, 1973; Knight, 1921; Mises, 1949; Say, 1840; Schumpeter, 1934; Shackle, 1955). In fact, the first recognized theory of the entrepreneur defined the entrepreneur as someone who exercises business judgment in the face of uncertainty (Cantillon, 1755/1931, pp. 47–49). Similarly, Knight (1921, p. 271) suggests that the essence of entrepreneurship is judgment, born of uncertainty, and argues that it is this judgment that delineates the function of entrepreneur from that of manager. He goes on to point out that the function of manager does not in itself imply entrepreneurship but that a manager becomes an entrepreneur when he exercises judgment involving liability to error (Knight, 1921, p. 97). However, the judgment referred to by these theorists is not just any form of judgment, it is judgment exercised in the decision of whether to take action.

Global entrepreneurship may be defined to be the creation of new, value-adding transactions or transaction streams anywhere on the globe. The objective of this chapter is to present and examine a theory of global entrepreneurship. At the World Economic Forum held in Davos, Switzerland, in January 1999, UN Secretary General Kofi Annan called for global entrepreneurship to meet the needs of the disadvantaged and the requirements of future generations. This chapter first presents a transaction cognition theory of global entrepreneurship that is intended as a path for research that responds to this call. Second, this chapter examines the theory from three critical viewpoints: (1) capability for explanation; (2) theoretical and operational utility; and (3) verifiability through the logic of scientific inference, and presents likely propositions that are surfaced by the analysis. Finally in this chapter, some of the likely implications of this theory within the context of globalization are discussed.

Evidence suggests habitual entrepreneurs (i.e. those with prior business ownership experience) are a widespread phenomenon. Appreciation of the existence of multiple entrepreneurial acts gives rise to the need to examine differences between habitual and novice entrepreneurs (i.e. those with no prior business experience as a founder, inheritor or purchaser of a business). This paper synthesizes human capital and cognitive perspectives to highlight behavioral differences between habitual and novice entrepreneurs. Issues relating to opportunity identification and information search, opportunity exploitation and learning are discussed. Avenues for future research are highlighted.

Over the last ten years, researchers have increasingly focused on the pursuit of opportunity as one of the central acts of entrepreneurship. This chapter proposes a model of opportunity recognition which emphasizes the process through which entrepreneurs interact with their social contexts to develop opportunities, that is, to develop and shape ideas into attractive opportunities. The central research question is “how does an individual use his or her social context to recognize opportunity?” The question can be re-phrased in two parts, highlighting the two sides of the influence process. First, how do the people around the individual affect both the entrepreneurial thinking process and the opportunity ideas? And second, how does the individual structure his or her social context and use the people surrounding him or her for recognizing and pursuing opportunities?

There is progress in entrepreneurship research. Important works in entrepreneurship increasingly appear in highly respected, mainstream journals (see Busenitz et al., 2003; Davidsson, Low & Wright, 2001). There is conceptual development that attracts attention (e.g. Shane & Venkataraman, 2000) and handbooks are compiled, providing the field with more of a common body of knowledge (Acs & Audretsch, 2003a; Shane, 2000a; Westhead & Wright, 2000). Further, there is evidence of methodological improvements (Chandler & Lyon, 2001) and accumulation of meaningful findings on various levels of analysis (Davidsson & Wiklund, 2001). Moreover, due to time lags in publication the reported improvements are likely to be underestimated. This author’s experience as organizer, reviewer and participant in core entrepreneurship conferences on both sides of the Atlantic (e.g. Babson; RENT) suggests that much of the lower end of the quality distribution has either disappeared from the submissions or is screened out in the review process. Much more than used to be the case a few years back we find among the presented papers research that is truly theory-driven; research on the earliest stages of business development, and research that employs methods suitable for causal inference, i.e. experiments and longitudinal designs.

DOI
10.1016/S1074-7540(2003)6
Publication date
Book series
Advances in Entrepreneurship, Firm Emergence and Growth
Editors
Series copyright holder
Emerald Publishing Limited
ISBN
978-0-76231-052-4
eISBN
978-1-84950-236-8
Book series ISSN
1074-7540