Original Research

Preferred attributes of entrepreneurial opportunities: A conjoint and cluster analysis study

B. Urban, A. Stacey
South African Journal of Business Management | Vol 46, No 1 | a85 | DOI: https://doi.org/10.4102/sajbm.v46i1.85 | © 2018 B. Urban, A. Stacey | This work is licensed under CC Attribution 4.0
Submitted: 26 March 2018 | Published: 31 March 2015

About the author(s)

B. Urban, Graduate School of Business Administration, Wits Business School, University of Witwatersrand, South Africa
A. Stacey, Graduate School of Business Administration, Wits Business School, University of Witwatersrand, South Africa

Full Text:



This paper builds on opportunity-based conceptualisations of entrepreneurship that focus on the identification and exploitation of opportunities. The study investigates the importance of factors when evaluating opportunities and
identifies distinct clusters of preferences for differing opportunities. Based on a conjoint analysis where importances and part worth utilities were calculated when assessing an entrepreneurial opportunity, significant differences appear in the importances associated with the business sector, capital intensity, technology maturity, market potential and return on investment potential. Moreover clustering is dependent on gender, academic background and principal work experience of respondents. A holistic conclusion of this study confirms not only that both opportunity dimensions and demographic factors are important, but that identifying levels of differences and differences in the degree of importances with unique constellations therein, is fundamental in understanding opportunity evaluation. The study contributes to the clustering of different types of opportunities to ensure the effective targeting of policies and services by government. Empirical evidence is mounting which demonstrates that there are more entrepreneurial opportunities in developing countries and that the higher number of entrepreneurial opportunities and demand for entrepreneurship in developing countries is indeed matched by higher rates of opportunity-driven entrepreneurs entering the market.


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