In this engaging and practical book, authors Lisa K. Gundry and Jill R. Kickul uniquely approach entrepreneurship across the life cycle of business growth—offering entrepreneurial strategies for the emerging venture, for the growing venture, and for sustaining growth in the established venture. Written from the point of view of the founder or the entrepreneurial team, the book offers powerful and practical tools to increase a venture’s potential for success and growth.

Strategies for Opportunity Identification: The Creative Process

Strategies for opportunity identification: The creative process

Some people only see what is. They never see what can be.

—Albert Einstein

I never think about why something hasn't been done already. I think about why nobody has done it right yet.1

—Marcia Kilgore, founder of Bliss Spa, New York and London


  • Understand the role of creative thinking and behavior as entrepreneurs discover and refine entrepreneurial opportunities
  • Know the three strategies for innovation available to entrepreneurs
  • Enhance the entrepreneurial mind-set necessary to recognize opportunities
  • Use the model of opportunity identification, including scanning the environment; discovering needs, problems, and opportunities in the industry and marketplace; and generating ideas for new products, services, technologies, and processes
  • Learn the sources of ideas and opportunities for new ...
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