![]() These are moments in time that most social scientists dream of: naturally occurring phenomena that allow science to pit competing theories against each other to assess which, if any, provides the most useful explanation of the phenomena. In 2008, we closed our literature review about entrepreneurial opportunity identification with a call to the discipline that " the game's afoot! " 1 It was clearly evident that the global market process had entered a period of creative destruction with financial markets experiencing meltdowns at the same time that new industries such as cleantech were emerging. This theoretical elaboration will expectedly facilitate additional research into the iterative cognitive processes of design and enable more formulaic design thinking. It better explains how means are transformed into valuable goods over time through an iterative reconsideration of means-ends frameworks. Originality/value-This research contributes to new cognitive foundations for effectuation theory and entrepreneurial process research. It also should facilitate the development of better design techniques and instruction. This framework describes the cognitive subprocesses by which entrepreneurs means and ends are cyclically (re)formulated over time until a viable "opportunity" emerges, and the venture is formalized, or else, the entrepreneur abandons the venture and exits." Practical implications-Unravelling this entrepreneurial design process may facilitate more appropriate and effective design work by entrepreneurs, leading to more successful product designs. ![]() We thus integrate the Situated Function-Behavior-Structure framework from design theory to elaborate on the cognitive processes of effectuation, specifically with regard to the opportunity development process. Findings-We find a significant gap in the entrepreneurial cognition literature with respect to effectuation processes. Design/methodology/approach-We adopt an integrative conceptual approach drawing on design cognition theory to explain entrepreneurial cognition. Purpose-The purpose of this article is to extend effectuation theory at the front end by building cognitive foundations for the effectual design process.
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