Reflection on conjoint analysis

Andrew Zacharakis, Dean A. Shepherd

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review

2 Citations (Scopus)


This chapter is a reflection on the Shepherd and Zacharakis (1997) paper, which starts with a review of citations in the intervening 20 years, and dives more deeply into these works to better describe and consider the evolution and use of conjoint analysis in entrepreneurship research. The proliferation of new uses for a conjoint analysis are identified, such as more studies of entrepreneurial decision making, which came to supplant the early efforts, which focused on venture capital decisions. Additional expansions into other entrepreneurship stakeholder groups are also reviewed. The use of conjoint as an accelerator of multilevel research is also noted, as are the improvements and challenges in conjoint methodologies as the field has matured. © 2019 by Emerald Publishing Limited.
Original languageEnglish
Title of host publicationReflections and Extensions on Key Papers of the First Twenty-Five Years of Advances
EditorsJerome A. Katz, Andrew C. Corbett
Number of pages13
Place of PublicationBingley
Publication date2019
ISBN (Print)978-1-78756-436-7
ISBN (Electronic)978-1-78756-435-0, 978-1-78756-437-4
Publication statusPublished - 2019
MoE publication typeA3 Book chapter

Publication series

NameAdvances in Entrepreneurship, Firm Emergence and Growth
ISSN (Print)1074-7540


  • Citation analysis
  • Conjoint analysis
  • Decision making
  • Experience
  • Methodology
  • Moderator variables
  • Multilevel research
  • Opportunities
  • Stakeholders
  • Theory testing
  • Venture capital
  • 512 Business and Management


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