In User's Shoes: An Experimental Design on the Role of Perspective Taking in Discovering Entrepreneurial Opportunities

Research in entrepreneurship has investigated cognitive traits that in addition to stock of information can spur market opportunities. In this paper we focus on a specific cognitive mechanism: user perspective taking, which means assuming the user’s perspective when approaching a market. We specific...

Descripción completa

Detalles Bibliográficos
Autores: Prandelli, Emanuela, Verona, Gianmario, Pasquini, Martina
Tipo de recurso: artículo
Fecha de publicación:2016
País:España
Institución:IE
Repositorio:Repositorio IE
OAI Identifier:oai:repositorio.ie.edu:20.500.14417/2883
Acceso en línea:https://doi.org/10.1016/j.jbusvent.2016.02.001
https://hdl.handle.net/20.500.14417/2883
Access Level:acceso abierto
Palabra clave:53 Ciencias Económicas::5311 Organización y dirección de empresas
ODS 1 - Fin de la pobreza
ODS 5 - Igualdad de género
ODS 9 - Industria, innovación e infraestructura
id ES_ed847f63d9228f44d3164d2cd02c2edb
oai_identifier_str oai:repositorio.ie.edu:20.500.14417/2883
network_acronym_str ES
network_name_str España
repository_id_str
dc.title.none.fl_str_mv In User's Shoes: An Experimental Design on the Role of Perspective Taking in Discovering Entrepreneurial Opportunities
title In User's Shoes: An Experimental Design on the Role of Perspective Taking in Discovering Entrepreneurial Opportunities
spellingShingle In User's Shoes: An Experimental Design on the Role of Perspective Taking in Discovering Entrepreneurial Opportunities
Prandelli, Emanuela
53 Ciencias Económicas::5311 Organización y dirección de empresas
ODS 1 - Fin de la pobreza
ODS 5 - Igualdad de género
ODS 9 - Industria, innovación e infraestructura
title_short In User's Shoes: An Experimental Design on the Role of Perspective Taking in Discovering Entrepreneurial Opportunities
title_full In User's Shoes: An Experimental Design on the Role of Perspective Taking in Discovering Entrepreneurial Opportunities
title_fullStr In User's Shoes: An Experimental Design on the Role of Perspective Taking in Discovering Entrepreneurial Opportunities
title_full_unstemmed In User's Shoes: An Experimental Design on the Role of Perspective Taking in Discovering Entrepreneurial Opportunities
title_sort In User's Shoes: An Experimental Design on the Role of Perspective Taking in Discovering Entrepreneurial Opportunities
dc.creator.none.fl_str_mv Prandelli, Emanuela
Verona, Gianmario
Pasquini, Martina
author Prandelli, Emanuela
author_facet Prandelli, Emanuela
Verona, Gianmario
Pasquini, Martina
author_role author
author2 Verona, Gianmario
Pasquini, Martina
author2_role author
author
dc.contributor.none.fl_str_mv https://ror.org/02jjdwm75
dc.subject.none.fl_str_mv 53 Ciencias Económicas::5311 Organización y dirección de empresas
ODS 1 - Fin de la pobreza
ODS 5 - Igualdad de género
ODS 9 - Industria, innovación e infraestructura
topic 53 Ciencias Económicas::5311 Organización y dirección de empresas
ODS 1 - Fin de la pobreza
ODS 5 - Igualdad de género
ODS 9 - Industria, innovación e infraestructura
description Research in entrepreneurship has investigated cognitive traits that in addition to stock of information can spur market opportunities. In this paper we focus on a specific cognitive mechanism: user perspective taking, which means assuming the user’s perspective when approaching a market. We specifically deduce two hypotheses that untangle cognitive processes of user perspective taking in an entrepreneurial setting, highlighting how an entrepreneur can enhance her ability to identify market opportunities by putting herself in the user’s mind. User perspective taking can in fact provide the linking and underlying mechanism to develop not only the needed knowledge about a specific market segment but also the motivation to act-as by entering oneself in users’ minds and being able to figure out how to meet their expectations can increase one’s confidence in one’s actions and intrinsic motivation to find an appropriate solution to the needs of those whose perspective has been shared.To validate our conceptual and anecdotal intuitions, we set up one experimental study. The main results show that user perspective taking actually enhances an entrepreneur’s ability to recognize market opportunities. It also shows that prior knowledge measured as technical expertise of the entrepreneur positively moderates the relationship between user perspective taking and opportunity recognition.Overall, we believe that our study makes three main contributions to entrepreneurship research.First and most important, we suggest that user perspective taking represents a new and powerful cognitive variable. While entrepreneurship studies have begun to highlight cognitive properties that characterize entrepreneurs’ alertness, we suggest that user perspective taking adds an important extra dimension. In particular, taking the user’s perspective can enhance entrepreneurs’ creativity by allowing them to better identify latent user needs and to address user needs by recombining and integrating their previous knowledge. User perspective taking lets entrepreneurs identify market opportunities that are not only more innovative, but also more desirable and aligned with user needs.Second, our study shows, on the one hand, how prior knowledge negatively impacts opportunity identification but, on the other, acts as a positive moderating mechanism in the relationship between user perspective taking and opportunity identification. We show that when entrepreneurs are equipped with coherent cumulated expertise they can better leverage their ability to assume the user’s perspective to understand the user’s problems and find a proper solution. Hence, by introducing the interaction between user perspective taking and prior knowledge, we contribute to shed further light on the relationship between an individual’s prior knowledge and her ability to cognitively process information and identify entrepreneurial opportunities.Third, our work provides a contribution to the user innovation literature. By allowing entrepreneurs to overcome cognitive barriers to knowledge transfer and to discover new market opportunities, user perspective taking may be a fungible way to connect entrepreneurs with users. Entrepreneurs’ propensity to take users’ perspective can enhance their ability to recognize opportunities and their chances to create new ventures that match specific market preferences. The stronger this effect the more user perspective taking is combined with prior entrepreneur’s knowledge.We conclude our contribution by discussing the limitations of our studies and by providing some suggestions for promising avenues for future research in the fields of entrepreneurship, perspective taking and user innovation.
publishDate 2016
dc.date.none.fl_str_mv 2016
2024
2024
dc.type.none.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://doi.org/10.1016/j.jbusvent.2016.02.001
https://hdl.handle.net/20.500.14417/2883
url https://doi.org/10.1016/j.jbusvent.2016.02.001
https://hdl.handle.net/20.500.14417/2883
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv IE Business School
IE University
Strategy
dc.rights.none.fl_str_mv Attribution-NonCommercial-NoDerivatives 4.0 International
https://creativecommons.org/licenses/by-nc-nd/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Attribution-NonCommercial-NoDerivatives 4.0 International
https://creativecommons.org/licenses/by-nc-nd/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Elsevier
publisher.none.fl_str_mv Elsevier
dc.source.none.fl_str_mv reponame:Repositorio IE
instname:IE
instname_str IE
reponame_str Repositorio IE
collection Repositorio IE
repository.name.fl_str_mv
repository.mail.fl_str_mv
_version_ 1869423511454351360
spelling In User's Shoes: An Experimental Design on the Role of Perspective Taking in Discovering Entrepreneurial OpportunitiesPrandelli, EmanuelaVerona, GianmarioPasquini, Martina53 Ciencias Económicas::5311 Organización y dirección de empresasODS 1 - Fin de la pobrezaODS 5 - Igualdad de géneroODS 9 - Industria, innovación e infraestructuraResearch in entrepreneurship has investigated cognitive traits that in addition to stock of information can spur market opportunities. In this paper we focus on a specific cognitive mechanism: user perspective taking, which means assuming the user’s perspective when approaching a market. We specifically deduce two hypotheses that untangle cognitive processes of user perspective taking in an entrepreneurial setting, highlighting how an entrepreneur can enhance her ability to identify market opportunities by putting herself in the user’s mind. User perspective taking can in fact provide the linking and underlying mechanism to develop not only the needed knowledge about a specific market segment but also the motivation to act-as by entering oneself in users’ minds and being able to figure out how to meet their expectations can increase one’s confidence in one’s actions and intrinsic motivation to find an appropriate solution to the needs of those whose perspective has been shared.To validate our conceptual and anecdotal intuitions, we set up one experimental study. The main results show that user perspective taking actually enhances an entrepreneur’s ability to recognize market opportunities. It also shows that prior knowledge measured as technical expertise of the entrepreneur positively moderates the relationship between user perspective taking and opportunity recognition.Overall, we believe that our study makes three main contributions to entrepreneurship research.First and most important, we suggest that user perspective taking represents a new and powerful cognitive variable. While entrepreneurship studies have begun to highlight cognitive properties that characterize entrepreneurs’ alertness, we suggest that user perspective taking adds an important extra dimension. In particular, taking the user’s perspective can enhance entrepreneurs’ creativity by allowing them to better identify latent user needs and to address user needs by recombining and integrating their previous knowledge. User perspective taking lets entrepreneurs identify market opportunities that are not only more innovative, but also more desirable and aligned with user needs.Second, our study shows, on the one hand, how prior knowledge negatively impacts opportunity identification but, on the other, acts as a positive moderating mechanism in the relationship between user perspective taking and opportunity identification. We show that when entrepreneurs are equipped with coherent cumulated expertise they can better leverage their ability to assume the user’s perspective to understand the user’s problems and find a proper solution. Hence, by introducing the interaction between user perspective taking and prior knowledge, we contribute to shed further light on the relationship between an individual’s prior knowledge and her ability to cognitively process information and identify entrepreneurial opportunities.Third, our work provides a contribution to the user innovation literature. By allowing entrepreneurs to overcome cognitive barriers to knowledge transfer and to discover new market opportunities, user perspective taking may be a fungible way to connect entrepreneurs with users. Entrepreneurs’ propensity to take users’ perspective can enhance their ability to recognize opportunities and their chances to create new ventures that match specific market preferences. The stronger this effect the more user perspective taking is combined with prior entrepreneur’s knowledge.We conclude our contribution by discussing the limitations of our studies and by providing some suggestions for promising avenues for future research in the fields of entrepreneurship, perspective taking and user innovation.yesPublishedElsevierhttps://ror.org/02jjdwm75202420242016info:eu-repo/semantics/articleapplication/pdfapplication/pdfhttps://doi.org/10.1016/j.jbusvent.2016.02.001https://hdl.handle.net/20.500.14417/2883reponame:Repositorio IEinstname:IEInglésIE Business SchoolIE UniversityStrategyAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttps://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessoai:repositorio.ie.edu:20.500.14417/28832026-06-15T12:40:57Z
score 15.812429

Similares en LA Referencia