Developing a Creative-Cognitive Model of Entrepreneurial Alertness to Business Opportunities

A creative-cognitive perspective is used in this study to explore alertness to business opportunities in order to develop a model of business opportunity recognition. It is assumed that the elements constituting this opportunity creation are entrepreneur¡¯s creative cognitive process, internal creative qualities, environmental conditions supporting or hindering creativity and interaction of these elements, and that they have a significant impact on the innovativeness of the business opportunity. Through the development of the model an aim is made to clarify why some entrepreneurs create novel ideas while others just copy the old and used ones.