A Research on Opportunity Identification: A Customer Value Based Approach

• Main Authors: Sheng-Li Chang, 張勝立
• Other Authors: Chih-Yuan Chen
• Format: Others
• Language: en_US
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/41786585971092236173

博士 === 雲林科技大學 === 企業管理博士班 === 96 === Customer value creation not only represents an important entrepreneurship outcome, but may be viewed as an inherent part of opportunity identification (OI) and entrepreneurship processes. However, there is little research on how to derive innovation opportunities from the richness of customer value concepts. This paper addresses the issue through illuminating the pitfalls of current approaches to applying environmental changes, customer/market needs, and narrow views on customer value to OI. And then, building on extensive literature reviews, field interviews with three innovation teams, and participation in two innovation/NPD projects, this paper fills those research gaps by proposing a customer value based OI framework, which is composed of the occurrence of customer value space mismatch (CVSM), a customer value based OI process, and individual attributes. To construct the framework, this paper suggests what target customers value to be a customer value space (CVS) of a business, and accordingly proposes and validates the CVSM to be a direct, precise, and systematic source of OI. Specifically, dimensions and driving factors of the CVSM are examined. Related research supports the hypothesis that creativity, cognition, strategy, and the OI process are correlated. Taken these concepts together, this paper identifies that customer value based OI is a multiphase process, consisting of four interactive stages of reconceptualization, exploration, creation, and evaluation. Additionally, this research explores three types of individual attributes that can influence the success of the customer value based OI process, including entrepreneurial cognitive schemas, creativity, and innovation strategic logic. Accordingly, thirteen propositions on the proposed framework are presented. Consequently, suggestions for further practice and research are discussed. This paper ends with a conclusion summarizing its main ideas.