Digging for gold in good: sustainability opportunity recognition for entrepreneurs

Negin Salimi*

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review


We propose a systematic importance-performance analysis to identify unexplored opportunities for entrepreneurs. The sustainable context is used to determine competitive areas that need to be improved. After identifying the areas that require improvement, opportunities with a high chance of success are determined. We summarize results of this approach to dairy farming context in The Netherlands. Importance-performance analysis is applied using a sustainability business model for entrepreneurs. Importance-performance analysis can also be used by other stakeholders in the entrepreneurship ecosystem, including venture capitalists, advisors and policy-makers.

Original languageEnglish
Pages (from-to)119-125
JournalIEEE Engineering Management Review
Issue number3
Early online date5 Aug 2021
Publication statusPublished - 2021


  • Business
  • Economics
  • Entrepreneurship
  • Importance-Performance analysis
  • Opportunity recognition
  • Organizations
  • Stakeholders
  • Sustainability
  • Sustainable development
  • Systematics


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