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The creative efforts of entrepreneurs can lead to new business opportunities even in the context where prospective clients have no knowledge or perceived need of the service offered. At the same time, well-intended engagement of clients' interests can lead to suboptimal and ethically-questionable service designs.

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This page is a summary of: Effectual entrepreneurship, ethics and suboptimal service designs, Journal of Knowledge Management, March 2022, Emerald,
DOI: 10.1108/jkm-08-2021-0627.
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