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- W3206986374 abstract "This study examines cognitive origins of a market orientation among individual entrepreneurs. Taking a grounded theory approach, we analyze entrepreneurs’ sensemaking processes during a 12-months business incubation/acceleration program. The results show that entrepreneurs use distinctive market-oriented mental schemas during opportunity development that predominantly reflect the development of a broader stakeholder orientation and vastly lack competitor orientation. We also find that novice entrepreneurs with less than five years of start-up experience develop more activity-related mental models, while experience entrepreneurs develop more generic market orientation mental schemas. Our findings contribute to a better understanding of socially situated cognitive foundations of individuals’ market orientation." @default.
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- W3206986374 date "2021-08-01" @default.
- W3206986374 modified "2023-10-16" @default.
- W3206986374 title "Sensemaking beyond the customer: An analysis of entrepreneurs' market orientation development" @default.
- W3206986374 doi "https://doi.org/10.5465/ambpp.2021.14452abstract" @default.
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