Unternehmersicht

Unternehmersicht is a German term used in economics and management to describe the perspective of the entrepreneur or business owner on economic decisions. It emphasizes how founders recognize opportunities, assess risks, mobilize resources, and create value. The term is used as a framing device in research and education to analyze decision processes, strategic choices, financing, and growth trajectories from the stand‑point of the person who bears the entrepreneurial risk.

In practice, the concept appears in entrepreneurship research, case studies, and curriculum design to illuminate motives, constraints, and action logics of individuals who start or run firms. It is often contrasted with other viewpoints, such as the customer view, the investor view, or the policy maker view, and may be described together with terms like entrepreneurial orientation or entrepreneurial lens. The emphasis is on autonomy, resourcefulness, time pressure, and the focus on opportunity exploitation under uncertainty.

The concept serves as a useful lens for understanding how entrepreneurs prioritize, iterate, and decide under limited information and resources. It is particularly relevant in early-stage ventures, family businesses, and small to medium enterprises where the founder’s judgments shape strategic direction and performance.

Limitations include its inherently subjective nature and potential biases. Relying solely on the entrepreneurial perspective can overlook stakeholder interests, market dynamics, or organizational complexity. Therefore, researchers often combine it with other perspectives to obtain a more rounded understanding of business decisions and outcomes.