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The“profit-seeking potential venture”is a common theme in entrepreneurship literature(e.g. Singh, 2000).The mindset of “profit-seeking” is widely accepted by scholars, researchers, and entrepreneurs since we operate on capitalism system in which profit is the only driver to start a business.However, an emerging school of thought has been growing rapidly in the literature, which Gates (2008) called “creative capitalism”. Creative capitalism is a way to expand the market to include its long ignored segment “Bottom Of the Pyramid” (Prahalad, 2006).Using the Bhave (1994) model of opportunity recognition,the purpose of this paper is to explore the how entrepreneurs in creative capitalism recognize opportunity
Author(s):
Abdulrahman Alolayan
Taibah University
Saudi Arabia
