Purpose – This paper aims to summarize the results of an empirical project to understand the perceptions of consumers of the future high end products in the USA. This project was a precursor of a larger global project on the topic. Design/methodology/approach – The approach utilizes the...

The entrepreneurial idea and opportunity are formed in the entrepreneurial process, which is characterized by entrepreneurial learning. During the entrepreneurial journey, the entrepreneur repeatedly reassesses the maturity of his business/venture idea and venture creation process to enter the...