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Opportunity Recognition – State of the Art und Forschungsperspektiven

Opportunity Recognition – State of the Art and Research Perspectives

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Zusammenfassung

Opportunity Recognition wird vielfach als identitätsstiftendes Merkmal von Entrepreneurship bezeichnet. Diese Annahme und die große Zahl von aktuellen Beiträgen in englischsprachigen Zeitschriften sowie die unterschiedliche inhaltliche Ausrichtung dieser Beiträge machen eine Bestandsaufnahme der Forschungsergebnisse sinnvoll. Der vorliegende Beitrag verfolgt das Ziel einer systematisierenden Bestandsaufnahme der opportunity recognition-Literatur (1995-2006), die in führenden internationalen Fachzeitschriften erschienen ist. Es werden theoretische und empirische Arbeiten inhaltlich und methodisch analysiert und Forschungsstränge identifiziert. Als Ergebnis werden vier „Schulen“ der opportunity recognition veranschlagt: die Humankapitalschule, die kognitive Schule, die Sozialkapital-/Netzwerk-Schule sowie die Lernschule. Zugleich wird erkennbar, dass das Konstrukt ‘opportunity’ im Rahmen der empirischen Forschung noch unzureichend ausgearbeitet ist und damit verbundene wissenschaftstheoretische Positionen kaum reflektiert werden.

Abstract

The widespread acknowledgement of opportunity recognition as the distinctive attribute of entrepreneurship has led to increased research in this field. Published articles reveal a high level of heterogeneity and thus raise the demand for a review of current research on opportunity recognition. This article is aimed at providing a comprehensive and systematic overview of the existing research published between 1995 and 2006. Therefore theoretical as well as empirical research is reported and evaluated with regard to content and methodology. Furthermore, distinctive research avenues are identified. As a result four different schools of opportunity recognition are proposed: the human capital school, the cognitive school, the social capital/network school, and the learning school. Additionally a category for school-overlap** articles is introduced. The overview of the literature on opportunity recognition suggests as a next possible step the usefulness of a more qualitative approach to shed light on the diffuse concept of ‘opportunity’ itself.

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Abb. 1

Notes

  1. Die Autoren bedanken sich bei Herrn Prof. Dietmar Grichnik, WHU – Otto Beisheim School of Management und zwei anonymen Gutachtern für konstruktive Anregungen.

  2. Für ein Beispiel zur disruptiven Natur Schumpeterscher opportunities vgl. Sandberg/Wilcox (2002).

  3. Hills et al. (2004) zeigen, dass 43,9% der Antwortenden zuerst die Entscheidung zur Gründung trafen und danach eine marktliche Gelegenheit erkannten (extern stimuliert), bei 34,5% war dies umgekehrt und 21,6% berichteten über eine simultane Entscheidung. Obwohl diese Überlegungen primär auf die Gründung von Unternehmen abzielen, gelten sie analog für die Venturing-Aktivitäten bestehender Unternehmen.

  4. Eine klare Zuordnung hinsichtlich der wissenschaftstheoretischen Position Schumpeters und Kirzners scheint schwierig. Obwohl für Schumpeter eine objektive Realität existiert, umgeht er eine eindeutige Stellungnahme, indem er in seinen Überlegungen ausschließlich die pionierhafte Initiative und Umsetzung in den Mittelpunkt rückt (vgl. Witt 1995). Tendenziell herrscht jedoch die Meinung vor, dass es sich bei Kirzner um die Entdeckung handelt (discovery approach, vgl. Gartner et al. 2003; Shane 2003), während Schumpeterschen opportunities ein kreatives Moment inhärent ist (enactment approach, vgl. Dutta/Crossan 2005).

  5. Vgl. für eine beispielhafte Analyse exogener Schocks als Quelle von opportunities Sine/David (2003).

  6. Einen anderen Zugang eröffnet das Innovationsmanagement. Die Suche nach innovativen Ideen wird dabei nicht nur im Rahmen von F&E und/oder Marktforschungsabteilungen vollzogen, sondern als Quellen von Innovationen können auch Anwender (user bzw. lead user), Hersteller und Lieferanten fungieren. Deren Einbezug kann die Qualität, Akzeptanz und Attraktivität einer Innovation erhöhen und zugleich die Wahrscheinlichkeit steigern, dass eine Innovation auch zu einer opportunity wird (von Hippel 1988).

  7. Der Großteil dieser Zeitschriften findet sich auch im Zeitschriftenranking des VHB sowie im Journal-Ranking der WU Wien wieder. Die Einstufung dieser Zeitschriften reicht von A+ bis C (Stand Juni 2007).

  8. Corbett (2005), Lumpkin/Lichtenstein (2005), Politis (2005) sind im genannten Schwerpunktheft erschienen.

  9. Als Ausnahme erscheint der Anspruch von Shane (2003), der das Ziel verfolgt, einen übergreifenden konzeptuellen Rahmen für den gesamten Entrepreneurship-Prozess zu formulieren.

  10. Einige Arbeiten bilden eine Ausnahme. So sprechen Chiasson/Saunders (2005) oder Fletcher (2006) von opportunity formation und beziehen eine sozial-konstruktionistische Position. Fletcher (2006) versucht die wissenschaftstheoretische Dualität Objektivität vs. Subjektivität und damit auch die individuumzentrierte Sichtweise aufzulösen, indem sie OR als Ergebnis einer sozialen Konstruktion beschreibt. Ähnlich gelagert sind der „opportunity discovery approach“ und „opportunity enactment approach“. Der discovery approach gründet auf einer positivistischen Position mit objektiv und unabhängig vom Akteur existierenden opportunities, während der „enactment approach“ opportunities nur im Zusammenspiel von Akteur und Umwelt sieht (vgl. Gartner et al. 2003; Dutta/Crossan 2005). Insofern bleibt der englische Begriff „opportunity recognition“ mehrdeutig, weil nicht entschieden wird, ob die Entdeckung, die Kreation oder beides erfasst sind.

  11. Einen Überblick über verwendete Operationalisierungen in empirisch-quantitativen Arbeiten von 1984-2000 bietet Gaglio (2004b).

  12. Vgl. für die unterschiedlichen Ebenen von Theorien Hasenzagl (2006).

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  1. Department für Welthandel, Wirtschaftsuniversität Wien, Institut für Betriebswirtschaftslehre der Klein- und Mittelbetriebe, Augasse 2-6, 1090, Wien, Österreich

    Hermann Frank

  2. Programm-Manager für Forschung und Leadership, Gregor-Mendel-Straße 35, 1190, Wien, Österreich

    Gerald Mitterer

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Frank, H., Mitterer, G. Opportunity Recognition – State of the Art und Forschungsperspektiven. Z. Betriebswirtsch 79, 367–406 (2009). https://doi.org/10.1007/s11573-008-0223-8

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