As with innovation, no matter how important identifying opportunity is to the entrepreneurial process, it cannot be all that there is to it, nor can it characterise it uniquely. The entrepreneur cannot stop at simply identifying opportunities. Having identified them, the entrepreneur must pursue them with a suitable innovation. An opportunity is simply the 'mould' against which the market tests new ideas. In fact, actually spotting the opportunity may be delegated to specialist market researchers. The real value is created when that opportunity is exploited by something new which fills the market gap.
Philip A. Wickham, Strategic Entrepreneurship (London: Pitman, 1998), p. 8.

Example 1

The entrepreneur cannot stop at simply identifying opportunities. Having identified them, the entrepreneur must pursue them with a suitable innovation. An opportunity is simply the 'mould' against which the market tests new ideas. In fact, actually spotting the opportunity may be delegated to specialist market researchers. The real value is created when that opportunity is exploited by something new which fills the market gap.

Example 2

The entrepreneur cannot stop at simply identifying opportunities. Having identified them, the entrepreneur must pursue them with a suitable innovation. An opportunity is simply the 'mould' against which the market tests new ideas. In fact, actually spotting the opportunity may be delegated to specialist market researchers. The real value is created when that opportunity is exploited by something new which fills the market gap (Wickham, p. 8).

Example 3

No matter how important identifying opportunity is to the entrepreneurial process, it cannot be all that there is to it. The entrepreneur cannot stop at simply identifying opportunities. Spotting the opportunity may be delegated to specialist market researchers. The real value is created when that opportunity is exploited by something new which fills the market gap.

Example 4

Likewise with innovation, no matter how important identifying opportunity is to the entrepreneurial process, it cannot be all that there is to it, nor can it characterise it uniquely. The entrepreneur cannot cease at simply identifying opportunities.

Example 5

"No matter how important identifying opportunity is to the entrepreneurial process, it cannot be all that there is to it. The entrepreneur cannot stop at simply identifying opportunities. Spotting the opportunity may be delegated to specialist market researchers. The real value is created when that opportunity is exploited by something new which fills the market gap" (Wickham, p.8).

Example 6

"As with innovation, no matter how important identifying opportunity is to the entrepreneurial process, it cannot be all that there is to it, nor can it characterise it uniquely. The entrepreneur cannot stop at simply identifying opportunities. Having identified them, the entrepreneur must pursue them with a suitable innovation. An opportunity is simply the 'mould' against which the market tests new ideas. In fact, actually spotting the opportunity may be delegated to specialist market researchers. The real value is created when that opportunity is exploited by something new which fills the market gap" (Wickham, p.8).

Example 7

Wickham argues that searching for and identifying market opportunities cannot be taken as an adequate definition of the entrepreneurial process. He points out that this function is one shared by market researchers. Wickham also insists that entrepreneurship involves going beyond the identification of a market gap since it includes exploiting that gap with what he calls 'a suitable innovation'.