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Measuring opportunity evaluation: Conceptual synthesis and scale development

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  • Scheaf, David J.
  • Loignon, Andrew C.
  • Webb, Justin W.
  • Heggestad, Eric D.
  • Wood, Matthew S.

Abstract

•We synthesize a formative opportunity attractiveness construct from the extant opportunity evaluation literature.•Opportunity attractiveness consists of gain estimation, loss estimation, and perceived feasibility.•We develop scales for the dimensions of opportunity attractiveness and provide evidence for their reliability and validity.•Gain estimation, loss estimation, and perceived feasibility are predicted by relevant antecedents.•The dimensions combine to form opportunity attractiveness which predicts pursuit intentions and opportunity preference.

Suggested Citation

  • Scheaf, David J. & Loignon, Andrew C. & Webb, Justin W. & Heggestad, Eric D. & Wood, Matthew S., 2020. "Measuring opportunity evaluation: Conceptual synthesis and scale development," Journal of Business Venturing, Elsevier, vol. 35(2).
    • Handle: RePEc:eee:jbvent:v:35:y:2020:i:2:s0883902618301927
    DOI: 10.1016/j.jbusvent.2019.04.003
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