A Research on Opportunity Identification

Building on extensive literature reviews,
a case study method with explorative in-depth field
interviews with three innovation teams, and
participation in two innovation projects, this paper
fills identified research gaps by proposing a
customer value based opportunity identification (OI)
framework, which is composed of the occurrence of
the customer value space mismatch (CVSM), a customer
value based OI process, and individual attributes of
the innovation aspirants.
According to research findings, this research
suggested what target customers value to be a
customer value space (CVS) of a business and
validated the CVSM to be a direct, precise, and
systematic source of OI. Specifically, dimensions
and driving factors of the CVSM are constructed.
Furthermore, this research identified customer value
based OI consists of four interactive stages of
reconceptualization, exploration, creation, and
evaluation. Additionally, the success of the
customer value based OI process is influenced by
entrepreneurial cognitive schemas, creativity, and
innovation strategic logic.