The Roles of Knowledge and Organizational Form on Opportunity Evaluation

  • Shaun Paul Digan University of Lousiville
  • Sharon A Kerrick Bellarmine University
  • Denise M Cumberland University of Louisville
  • Robert P Garrett University of Louisville


What influences an individual to pursue one type of entrepreneurial opportunity versus another? Knowledge is central to the concept of opportunity identification and evaluation.  Using conjoint analysis to capture underlying decision policies, we explore the roles of both knowledge and organizational form in the evaluation of entrepreneurial opportunities.  Our findings suggest that, among respondents who considered entering a franchise agreement a viable alternative to founding an independent business, franchise versus independent form alone did not play a specific and significant role in the evaluation of the attractiveness of entrepreneurial opportunities.  Rather, organizational form appears to influence the impact of both human capital relatedness and the inimitability of resources attributes on opportunity attractiveness.  

Author Biographies

Shaun Paul Digan, University of Lousiville
PhD Candidate, Entrepreneurship
Sharon A Kerrick, Bellarmine University

Assistant Dean

College of Business

Denise M Cumberland, University of Louisville

Assistant Professor

Department of Educational Leadership, Evaluation, and Organizational Development

Robert P Garrett, University of Louisville

Associate Professor

Entrepreneurship Department


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How to Cite
DIGAN, Shaun Paul et al. The Roles of Knowledge and Organizational Form on Opportunity Evaluation. Journal of Small Business Strategy, [S.l.], v. 27, n. 2, p. 65-89, june 2017. ISSN 2380-1751. Available at: <>. Date accessed: 17 june 2018.