Application of the Theory of Planned Behavior (TPB), or parts of it, is common in entrepreneurship research to predict intention to start a new venture, entrepreneurial intention. Very limited research has examined the relationship between entrepreneurial intentions and the subsequent enactment of those intentions. Even though TPB is considered sufficient and enjoys impressive meta-analytical support, research on the association between intentions and behavior is wanting. Implementation intentions hold potential to shed light upon the intention-behavior relationship, conceptually and empirically. Thus, the purpose of this chapter is to draw attention to implementation intentions for future research to enhance explanation and prediction of when, where, and how some, but not others, enact their entrepreneurial intentions by launching new ventures.
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