Developing a Native Model for Recognizing and Exploiting Entrepreneurial Opportunities in the field of e-commerce

The concept of opportunities and factors influencing the identification and exploitation of entrepreneurial opportunities is one of the central aspects of the subject matter of entrepreneurship as an interdisciplinary scientific domain. Awareness of effective factors and methods of identifying entrepreneurial opportunities as a first step in the entrepreneurial process has a decisive role in choosing profitable opportunities and avoiding failures in the entrepreneurial process. Despite studies on this subject, however, due to its impact on environmental variables and indigenous conditions, ambiguities can be identified in this regard. Considering the need of many potential entrepreneurs to identify effective factors as well as understanding how to identify and exploit opportunities, this study aims to provide a native model that meets the ecosystem conditions of Iran to identify and exploit opportunities. In order to achieve the main and the secondary goals of the research, as well as the response to the research, the mixed method research has been used. So that at the first step, the qualitative method and deep interviews tools used for the generation of the model, and in the second step, the quantitative method and questionnaire tool is used to collect information from companies active in the field of e-commerce in order to validate the model. In This research, online retail is selected as the subject of study and its achievements in these types of businesses and in the context of Iran can be analyzed.