In this study we build upon a conceptualization of part of the entrepreneurship process that is frequently labeled “entrepreneurial attitude orientation.” This study uses a contextually rich conceptualization of a new exploratory measure, “entrepreneurial opportunity recognition” (EOR), that is modeled after the attitudinal approach used by Robinson, Stimpson, Huefner, and Hunt (1991). The study also uses a relatively unexplored industry context, the change-charged health care industry, to explore the potential of this new scale to correctly classify entrepreneurs from non-entrepreneurs. Results suggest a promising potential for the EOR and the attitude approach in entrepreneurship research.
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