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Cited by 582Entrepreneurship Studies and InfluencesInnovation and Knowledge ManagementManagement and Organizational Studies

Cognitive Processes of Opportunity Recognition: The Role of Structural Alignment

Grégoire, Denis A., Barr, Pamela S., Shepherd, Dean A.·2010·Organization Science
DOI 10.1287/orsc.1090.0462
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Abstract

Substantial gains can be made by individuals and organizations adept at detecting new opportunities. But how do business leaders do that concretely? Organization research shows that managers are more inclined to identify threats than opportunities, but it is still not clear why this is the case. Likewise, research points to several factors that may facilitate the recognition of opportunities. Yet empirical observations have been limited by retrospective biases and other conceptual challenges. As a result, key questions remain not only about what factors facilitate the recognition of opportunities, but also about why these factors play such a role. To further understanding of these issues, we study the reasoning strategies that individuals mobilize for recognizing opportunities. We develop a model of opportunity recognition as a cognitive process of structural alignment, and analyze the think-aloud verbalizations of executive entrepreneurs as they try to recognize opportunities for new technologies. In contrast to prior research, the qualitative and quantitative data do not provide evidence that individuals use prototypes to recognize opportunities. Instead, we find that different kinds of mental connections play different roles in the process of recognizing opportunities, with different consequences. We also document why and how prior knowledge may facilitate this process. By drawing attention to the cognitive underpinnings of opportunity recognition, we cast light on why it constitutes such a challenging task for individuals and organizations. In turn, this provides a useful basis for exploring the factors that explain why some individuals/organizations are able to recognize opportunities that others simply fail to see.

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Crossref · 10.1287/orsc.1090.0462

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  • Knowledge, information, and social networks are essential resources in the opportunity recognition process.

    “For example, research has found that knowledge (Grégoire et al., 2010), information (Ozgen and Baron, 2007;Shane, 2000) and social networks (Ma et al., 2011;Singh, 2000) are essential resources within the opportunity recognition process.”

    From Work hard or play hard: the effect of leisure crafting on opportunity recognition and venture performance (2023) · cites this paper as Grégoire et al., 2010

  • Entrepreneurs can use leisure crafting to pursue learning experiences that build knowledge and skills, which can improve their ability to recognize opportunities.

    “Entrepreneurs can craft their leisure time so that they can engage in learning experiences directed at acquiring knowledge and skills, which can positively influence their ability to recognize opportunities (cf.Grégoire et al., 2010).”

    From Work hard or play hard: the effect of leisure crafting on opportunity recognition and venture performance (2023) · cites this paper as Grégoire et al., 2010

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Authors
Grégoire, D. A., Barr, P. S., & Shepherd, D. A.
Affiliations
  • Georgia State University (US)
  • Indiana University Bloomington (US)
ORCID
Venue
Organization Science
Publisher
Institute for Operations Research and the Management Sciences (INFORMS)
Published
2010-04
Volume
21
Issue
2
Pages
413-431
ISSN
  • 1047-7039 (ISSN-L)
  • 1526-5455
DOI
10.1287/orsc.1090.0462
OpenAlex
W2118430729
Cited by
582
References
107
Citations by year
2026: 49 · 2025: 38 · 2024: 31 · 2023: 38 · 2022: 39 · 2021: 56 · 2020: 41 · 2019: 28 · 2018: 49 · 2017: 42 · 2016: 32 · 2015: 32 · 2014: 39 · 2013: 25 · 2012: 18
FWCI
26.43
Type
journal article
Language
en
Open access
closed
Locations
Organization Science (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Management of Technology and Innovation › Entrepreneurship Studies and Influences
  • Social Sciences › Business, Management and Accounting › Strategy and Management › Innovation and Knowledge Management
  • Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Management and Organizational Studies
Keywords
opportunity recognition, structural alignment, cognitive processes, prior knowledge, prototype

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