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Entrepreneurial Ideation: Effects of Morphology and Complexity

Part of: Product Architecture and Modularization

Published online by Cambridge University Press:  26 July 2019

Antonio Esparza ,
Ricardo Sosa  and
Andy Connor

Abstract

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Studies of product architecture identify a mirroring process between the product and the organisation. Parallel, empirical studies of effectual entrepreneurship show an accumulation of commitments between stakeholders while negotiating the features of the product in a similar fashion to product mirroring. This paper presents a study that looks at the effects of mirroring architectural complexity in early stages of entrepreneurship. The survey asked participants to interpret parametrically generated artefacts with the purpose of starting a new firm. Responses were analysed for complexity in the lexical semantic structure of ideas. Results show that the effects of artefact complexity are not as straightforward as hypothesised and provide evidence that suggests an important role of artefact morphology in entrepreneurial ideation. These findings support a model of product architecture mirroring that is filtered by design morphology.

Keywords

Mirroring processProduct architectureMorphologyEntrepreneurshipComplexity
Type
Article
Information
Proceedings of the Design Society: International Conference on Engineering Design , Volume 1 , Issue 1 , July 2019 , pp. 2991 - 3000
Creative Commons
Creative Common License - CCCreative Common License - BYCreative Common License - NCCreative Common License - ND
This is an Open Access article, distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives licence (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is unaltered and is properly cited. The written permission of Cambridge University Press must be obtained for commercial re-use or in order to create a derivative work.
Copyright
© The Author(s) 2019

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