chapter 3 - 3 Entrepreneurship Cognitive Foundations of...

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Unformatted text preview: 3 Entrepreneurship Cognitive Foundations of Entrepreneurship: Creativity and Opportunity Recognition 3-2 The opportunities of man are limited on --Charles F. Kettering, American Inventor 3-3 Idea Generation Creativity Opportunity Recognition Increasing Relevance to Founding Venture Three Key Processes 3-4 Memory Working memoryholds limited amount of information for brief periods Long-term memoryretains vast amounts of information for long periods Procedural memoryautomatic knowledge gained through practice 3-5 Mental Frameworks Mental frameworks help us to interpret new information and relate it to information we already possess. 3-6 Prototypes Idealized mental representations of the most typical member of a category. Q: A typical prototype? 3-7 Mental Shortcuts Heuristicssimple rules for making complex decisions or drawing inferences in a rapid and seemingly effortless manner Availability heuristicthe more easily we bring information to mind, the more importance we assign to it 3-8...
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This note was uploaded on 05/08/2010 for the course MGT 450 taught by Professor Zheng during the Spring '10 term at San Diego State.

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chapter 3 - 3 Entrepreneurship Cognitive Foundations of...

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