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عنوان فارسی مقاله:
نقش طرف تقاضا در شکل گیری فرصت و تصویب
عنوان انگلیسی مقاله:
The role of demand-side narratives in opportunity formation and enactment
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مقدمه انگلیسی مقاله:
1. Introduction
In a dynamic global market, demand is best characterized by fragmentation and heterogeneity. Consumer needs are also fluid and change rapidly, making it essential for entrepreneurs to seek and capture clues about opportunities in real time. Information about heterogeneous consumer needs or discontinuities in consumer preferences is often embedded in ongoing customer “conversations” about their own personal needs and desires. These narratives provide important signals of changing (or evolving) customer needs, offering a window into potential opportunities. Prior studies have emphasized the importance of interactions and relationships with customers and other demand-side participants as a critical vehicle for knowledge acquisition for entrepreneurs (e.g. Chandra and Leenders, 2012; Priem et al., 2012; Yli-Renko et al., 2001). However, our understanding of how entrepreneurs capture knowledge about market needs and form promising opportunities from demand-side narratives remains limited. As a result, in this paper, we ask: how and under what conditions do entrepreneurs’ identify and exploit opportunities that are revealed in these narratives? In this paper, we address this question by drawing on the demand-side approach–a perspective that is consumer-centric and which emphasizes product markets as key sources of value-creation (Adner and Snow, 2010; Priem, 2007). Specifically, we propose that demand-side narratives form a key micro-foundation of entrepreneurs’ opportunity formation and enactment. These narratives are defined as cumulative articulations of needs, desires, problems, ideas, solutions, perceptions,and everyday experiences of diverse demand-side participants (customers, users, market intermediaries, etc.) that constitute the market possibilities or the opportunity space. These narratives are revealed in communications and interactions among these diverse groups and vividly convey consumers’ views, emotions, hopes, fears, aspirations, intentions and experiences around a perceived need. They also reveal the nature of issues or problems customers face and/or their expectations and possible solutions in a given context. Narratives “construct realities rather than reduce them through modeling … and as such they grasp the complexities of real life events” (Khan and Sarv, 2013, p.204). As a result, the value of narratives in fostering innovation has been suggested before in the context of brand communities and communities of practice (e.g., Brown and Duguid, 1991; Muniz and O’Guinn, 2001) and in the broader context of strategic management (Müller and Becker, 2013). Demand-side narratives have other important advantages in the context of opportunity formation and enactment. They allow entrepreneurs to learn about customer needs early and give them a chance to better understand the forces shaping these needs. Narratives could also reveal original ideas or “solutions” offered by customers. Importantly, narratives evolve with the participation and contribution of different demand-side participants and entrepreneurs can take part in such ongoing discussions; they can ask for clarification, probe or test competing claims, and even thread together ideas from multiple narratives. The emergence of new digital infrastructures such as social media and virtual worlds facilitate the gradual co-creation (or social construction) of narratives as consumers share their individual experiences and perceptions and thereby edit, refine, enrich and sharpen the'needs’ delineated in a narrative. As recent studies indicate, diverse types of such digital forums– crowdsourcing and crowdfunding platforms (Mollick, 2014; Stanko and Henard, 2016), social media (Azkarate and Croasdell, 2013; Fischer and Reuber, 2011), virtual worlds (Chandra and Leenders, 2012; Wasko et al., 2011), digital 3D printing forums (Rayna et al., 2015), and digital makerspaces (Mortara and Parisot, forthcoming)—assume greater significance as a venue for entrepreneurs to easily and relatively inexpensively access, interpret and act upon such demand-side narratives. Building on recent research on the cognitive processes that underlie opportunity formation and enactment (e.g., Garud and Giuliani, 2013; Garud et al., 2014; Grégoire et al., 2011; Read et al., 2009), we consider how entrepreneurs make sense of signals of change and form beliefs about emerging opportunities revealed in demand-side narratives. We also focus on two associated sets of cognitive capabilities: (a) demand articulation capabilities (e.g., Kodama, 1995) that relate to contextualizing, comparing, and integrating knowledge from narratives to formulate opportunities; and (b) resource mobilization capabilities (e.g., Stuart and Sorenson, 2007) that relate to identifying, acquiring, and transforming knowledge resources to enact opportunities. Our discussion highlights important directions for future research and practice in this area, particularly in revealing the cognitive underpinnings of opportunity formation and enactment in an increasingly digital world.
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کلمات کلیدی:
Satish Nambisan www.satishnambisan.org/ Nambisan, S. and S. Zahra. 2016. “The role of demand-side narratives in opportunity formation and enactment,” Journal of Business Venturing Insights, 5, 70-75. Dorina Thiess - Google Scholar Citations https://scholar.google.com/citations?user=UcIHUNwAAAAJ&hl=en We propose that demand-side narratives—the cumulative articulations of needs, ... participants—form a key micro-foundation of opportunity formation and. The Blackwell Companion to Social Movements https://books.google.com/books?isbn=0470999098 David A. Snow, Sarah A. Soule, Hanspeter Kriesi - 2008 - Social Science The demandside of participation requires studies of such phenomena as ... to understand their formation and to investigate how they stage opportunities to protest and ... meaning, narratives, moral reasoning, and emotion, and in psychology to ... Recent Journal of Business Venturing Insights Articles - Elsevier https://www.journals.elsevier.com/journal-of-business-venturing.../recent-articles The concept of entrepreneurial opportunity has become a fundamental entity .... The role of demand-side narratives in opportunity formation and enactment. Encyclopedia of Urban Studies - Page 307 - Google Books Result https://books.google.com/books?isbn=1412914329 Ray Hutchison - 2009 - Social Science Significantly, Ley's narrative directs attention away from the economic forces ... the formation of a distinctive mode of consumption, and the demographic, ... rapid growth in employment opportunities for college-educated and therefore well-paid workers. ... But note that this demand-side explanation makes no mention of how ...
