Abstract:
According to creation theory, opportunities do not exist independently
of entrepreneurs; instead they are created by the actions of entrepreneurs.
However, little is known about the process of how opportunities
are actually acted upon. We explore the role of communication in
opportunity enactment by analysing an extreme case: Shai Agassi and
the frequently cited business model innovation of his company Better
Place, with which he wants to eliminate the car industry’s dependence
on oil. For the first time, we take a look at the practice of communication
of the case and find patterns that play a vital role in creating a
market. The findings of our case study research can help entrepreneurs
to understand communication practices for changing an established
industry. The findings also further advance our understanding of entrepreneurial
practices within creation theory.
