In user's shoes: An experimental design on the role of perspective taking in discovering entrepreneurial opportunities
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- 作者：Emanuela Prandellia ; 1 ; emanuela.prandelli@unibocconi.it" class="auth_mail" title="E-mail the corresponding author ; Martina Pasquinib ; 2 ; martina.pasquini@gmail.com" class="auth_mail" title="E-mail the corresponding author ; Gianmario Veronaa ; 3 ; gianmario.verona@unibocconi.it" class="auth_mail" title="E-mail the corresponding author
- 关键词：Entrepreneurship ; User ; Perspective Taking ; Demand ; Cognition
- 刊名：Journal of Business Venturing
- 出版年：2016
- 出版时间：May 2016
- 年：2016
- 卷：31
- 期：3
- 页码：287-301
- 全文大小：465 K
文摘
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We untangle cognitive processes of user perspective taking (PT) in entrepreneurship.
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We set up one experimental study.
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User PT enhances an entrepreneur's ability to recognize market opportunities.
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It also helps provide solutions more aligned to the targeted customer's needs.
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Prior knowledge moderates the relation between user PT and opportunity recognition.
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