Sarcouncil Journal of Entrepreneurship and Business Management

Abstract: This study provides the first empirical test of the Unfolding Endeavor Sequence Model, a framework that explains how entrepreneurial disposition evolves into Venture Cognizance within environments characterized by institutional voids. While prior research has examined isolated mechanisms, limited attention has been given to the full sequential process through which entrepreneurial agency unfolds. In addressing this gap, the present study employs a qualitative single-case design and deductive pattern matching technique to examine the entrepreneurial journey of John Momoh, founder of Channels Television, Nigeria. Drawing on multiple biographical and archival sources, the paper operationalizes nine constructs constitutive of the model, into observable textual indicators . These include Prior Experience, Perceived Desirability, Envisioning Activity, Unilateral Attribution, Utility Anticipation, Independent Exertion, Pathfinding, Enterprise Pursuit, and Venture Cognizance. Findings reveal strong empirical support for all nine propositions of the model, with the constructs appearing in the exact predicted sequential order. The results demonstrate that entrepreneurial emergence in institutional voids is not a singular act but a cumulative, dialectical progression of cognitive, emotional, and behavioral stages. The study contributes to entrepreneurship theory by validating a process-based model of agency, advancing methodological application of deductive pattern matching in narrative research, and offering practical insights for entrepreneurs, policymakers, and educators operating in resource-constrained environments.