An empirical study on entrepreneur opportunity evaluation based on cognitive theory

Ren Xulin, Wang Zhongming

Science Research Management ›› 2007, Vol. 28 ›› Issue (2) : 15-18.

PDF(963 KB)
PDF(963 KB)
Science Research Management ›› 2007, Vol. 28 ›› Issue (2) : 15-18.

An empirical study on entrepreneur opportunity evaluation based on cognitive theory

  • Ren Xulin1, Wang Zhongming2
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Abstract

It has been found that opportunity evaluation is a key factor in entrepreneurial cognitive theory.71 small business entrepreneurs and 82 corporate managers are investigated in terms of their evaluation to entrepreneurial opportunities.It is found that entrepreneurs' cognitive mechanism could be considered as a process.In the process,either entrepreneurs' cognitive biases directly or through their risk perception indirectly affected their opportunity evaluation.It is also found that entrepreneurs take more cognitive biases than corporate managers.

Key words

entrepreneurship / opportunity evaluation / entrepreneur / manager

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Ren Xulin, Wang Zhongming. An empirical study on entrepreneur opportunity evaluation based on cognitive theory[J]. Science Research Management. 2007, 28(2): 15-18
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