Environmental jolts, entrepreneurial actions and value creation: A case study of Trend Micro

This paper draws on a single longitudinal case study of Trend Micro, a leading anti-virus company, to examine its entrepreneurial, value-creating trajectory. Applying and extending an entrepreneurship perspective, the paper manifests positive effect, rather than negative effect, of environmental jolt on entrepreneurial actions including opportunity identification and opportunity exploitation. We find that environmental jolt is likely to shift customers’ cognition, which is an important source of opportunity and, in turn, catalyzes opportunity exploitation through innovations for value creation. The paper concludes with a model of the value-creating trajectory of Trend Micro. Implications for research and practices are discussed. D 2006 Elsevier Inc. All rights reserved.