“How Did My Business Opportunity Recognition Emerge?” A Qualitative Analysis

The goal of this qualitative study was to gain a better understanding of how business opportunity emerged among entrepreneurs. The interviews were coded and transcribed. The research question guided the data analysis: How did the entrepreneurs derive the business opportunity? Findings indicated that the process of business idea was gained during the employment of the respondents and the discovery on the business execution contributed via self personality or the availability of the product in the market. These findings were expected to help prepare students to appreciate entrepreneurship module in the university; promote expectations from the institution and/or aspirant entrepreneurs to manage the potential of self (hidden or non-hidden) and manage a range of market forces that that had led to the sustainability of the business.