Opportunity Design

Opportunity Design

Understanding entrepreneurial Opportunities through Design Thinking

While the entrepreneurship literature explains much about how to exploit and organize new opportunities in a market setting, it pays less attention to how entrepreneurs proactively and deliberately develop new opportunities. Drawing on methods and processes from the creative design literature and an authentic case on opportunity emergence, the focus of the paper is on how opportunities can be designed through creative design thinking. The case, constructed from participant observation research, unfolds within the area of sustainable energy and electric cars. The concept of 'opportunity design' steams from the paper as a way to talk about opportunity emergence as the result of deliberate design action. A framework of opportunity design is extracted from the study. It illustrates how opportunities intentionally and pro-actively can be designed through simultaneous cycles between design methods and processes of 'moving-in' (discovering and evaluating opportunities) and 'moving-out' (creating and exploring new alternative opportunities).
Authors: Suna Løwe Nielsen, Ph.D., University of Southern Denmark, Kolding, DENMARK , Astrid Heidemann Lassen, PhD Louise Møller Nielsen, PhD og Mette Mikkelsen, Master of Design, head of the etrans project at Kolding School of Design.
Sent to International Entrepreneurship and Management Journal, under review Oct. 2012
Download paper beneath.

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