Opportunity Design: what, where and how?

Research output: Contribution to book/anthology/report/conference proceedingArticle in proceedingResearchpeer-review


Creating and growing new businesses is basically about turning an entrepreneurial opportunity into future business. In literature the emergence of opportunities is often described as opportunity recognition or opportunity discovery, which points to the understanding that opportunities are out there just waiting to be recognized or discovered. This assumption of pre-existence also implies limited intentionality on part of the entrepreneur in proactive creation of opportunities. Even though central characteristics of the opportunity recognition process have been identified as creative or development oriented, the act of ‘recognition’ is still a central part of the definition. Recently the term “Opportunity Design” has been introduced, suggesting that opportunities can be proactively and intentionally designed. However, the relatedness between the opportunity recognition process and opportunity design is not clear. Furthermore, there is still a lack of approaches, methods and tools, which can support entrepreneurs in designing the entrepreneurial opportunities. In this paper, we take steps towards defining opportunity design in respect to the opportunity recognition process, and identify some of the specific approaches applicable to the design of opportunities. By looking at industrial designers working with entrepreneurial opportunities, it becomes evident that there is a set of approaches, which can turn the opportunity recognition process into an intentional and proactive process.
Original languageEnglish
Title of host publicationProceedings of: The Ninth Norddesign Conference, 2012
EditorsPoul Kyvsgaard Hansen, John Rasmussen, Kaj A. Jørgensen, Christian Tollestrup
Number of pages12
PublisherCenter for Industrial Production, Aalborg University and The Design Society, University of Strathclyde
Publication dateAug 2012
ISBN (Electronic)978-87-91831-51-5
Publication statusPublished - Aug 2012
EventNordDesign - Aalborg, Denmark
Duration: 22 Aug 201224 Aug 2012




  • Design Entrepeurship
  • Effecuation


Dive into the research topics of 'Opportunity Design: what, where and how?'. Together they form a unique fingerprint.

Cite this