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A creative-cognitive perspective is used in this study to explore alertness to business opportunities in order to develop a model of business opportunity recognition. It is assumed that the elements constituting this opportunity creation are entrepreneur's creative cognitive process, internal creative qualities, environmental conditions supporting or hindering creativity and interaction of these elements, and that they have a significant impact on the innovativeness of the business opportunity.doi:10.5430/jms.v2n4p85 fatcat:3vleuycf2zcnpchzwcumio7lx4