Guiding Principle 2

Be Specific in Positioning the Design Science Study within the Existing Entrepreneurship Literature

The second guiding principle is to be specific about how the design science study is positioned within the existing design knowledge in the entrepreneurship field. It is important to be explicit about the design problem or design opportunity that motivates the design science project. While being specific about the positioning of the design study is important because it clarifies the purpose of the study (and largely influences the way the design problem/opportunity is addressed), the question of how to position a study is challenging for every design science project. In the design science positioning matrix, we propose four types of design science positionings: evaluation, improvement, exaptation, and exploration (see Figure 4). The matrix builds on Gregor and Hevner (2013) and draws on the conceptualization of design knowledge as a relational concept premised on means-ends relationships and their evaluation. We distinguish between known and unknown means or ends to outline the four resulting positionings, which we outline in more detail in the following.

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