عنوان مقاله [English]
"Entrepreneurial Aha! Experience" is a combinatorial approach from cognitive science, sociology and psychology to entrepreneurship, which we believe is a perfect view for extending Sarason's structuration view of entrepreneurship. Using the "social representation" concept, it provides novel understandings of structuration theory and clarifies the nature and process of structuration. "Entrepreneurial Aha!" argues that entrepreneurs create mental representation by perceiving external world, combine these mental representations to create fore-presentation (idea) of ideal social reality and try to externalize it through ventures. In other words, it is through social representation that entrepreneurs are influenced by opportunity and influence it by implementing the ideas.
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