What is an Attractive Business Opportunity? An Empirical Study of Opportunity Evaluation Decisions by Technologists, Managers, and Entrepreneurs

The subjective belief that an opportunity allows value generation is a key driver of entrepreneurial action. We advance research on opportunity evaluation by investigating how people may diverge in their views of what defines an attractive business opportunity; that is, we seek to understand heterogeneity among individuals' ‘opportunity templates.’ Using unique data from a conjoint experiment with 141 respondents (6,728 opportunity evaluations),...