ABSTRACT. This paper explores the concept of entrepreneurial opportunity defining four distinct typologies. The paper then postulates that all opportunities are embedded within the environment which is dependent upon how we see the environment. Further all opportunities must have a source which will determine the capabilities and strategies the firm will require to exploit it. Finally the paper outlines how we evaluate the viability of any opportunity. pp. 69–141
JEL Codes: L26

Keywords: entrepreneurial opportunity, strategy, environment, innovation, motivation, perception, opportunity evaluation