Structuration theory and entrepreneurship
"...the essential recursiveness of social life, as constituted in social practices: structure is both medium and outcome of reproduction of practices. Structure enters simultaneously into the constitution of the agent and social practices, and 'exists' in the generating moments of this constitution." - Giddens Structuration theory, developed by Anthony Giddens, highlights the dynamic and subjective nature of opportunities in the context of entrepreneurship. There are two pathways to social action, like new venture creation. First, the easy way is to control existing structures and use them to generate social activity. Think of the structures as memory traces in the minds of many people. For instance, rather than starting a new organization, an agent could buy an existing company or become a top manager at a non-profit organization. They can then use the organization they now control. It can also work with quasi-organizations or even reputed names, stars, and brand