In the previous chapter we showed that acting entrepreneurially is something that people choose to do based on their perceptions of the desirability and feasibility of creating a new venture to pursue an opportunity. However, existing companies also can pursue opportunities, but this requires that the management of these firms create an environment that encourages employees to think and act entrepreneurially. Such an environment is one that helps people realize that entrepreneurial behavior within the firm is both personally desirable and feasible. This builds a strong entrepreneurial intention and, as discussed in the previous chapter, the general rule is that the stronger the intention to engage in entrepreneurial action, the more likely it will happen. To create such a culture requires a different orientation toward the management of the firm, to which we now turn