The Entrepreneurial AHA! Experience: A Synthetic Entrepreneurship Approach to Cognitive Science, Sociology and Psychology

“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 brings on novel understandings of structuration theory and clarifies the nature and process of structuration. “Entrepreneurial Aha!” explains that entrepreneurs create mental representation by perceiving the external world, convolve 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 get influence by the opportunity and affect it by implementing the ideas.