Internal factors influencing effective opportunity identification in a Tongan social enterprise

Abstract

In this paper we assess the internal factors that influence effective opportunity identification in a social enterprise. Although previous studies have identified personal and organizational characteristics that may spur the search for new venture opportunities, there has been little research to assess the controllable factors that lead to sustainable outcomes. The need for greater understanding is particularly important in the context of enterprises affected by climate change and other macro-environmental challenges. We address this knowledge gap through thematic analysis of 15 semi-structured interviews with key stakeholders associated with the Tongan National Youth Congress. This organization helps young people in the small, climate-threatened south Pacific island country of Tonga to develop micro-enterprises. Our findings suggest that more creative entrepreneurial and marketing approaches need to be tempered by more analytical business management approaches if organizations are to identify opportunities that they can effectively and sustainably exploit using their own resources and those of partner organizations. Entrepreneurs need to ask ‘how can we make this idea viable?’ early in the opportunity identification process, rather than later. We recommend further qualitative and quantitative studies be undertaken using larger samples in other contexts to improve the generalizability of links between creative and analytical capabilities and effective opportunity identification.