In this paper we apply the attention-based view to the context of intra-organizational entrepreneurship. We test several hypotheses pertaining to what drives the lobbying for and acceptance of entrepreneurial ideas within an established organization. Our findings suggest that idea proponents tend to lobby more intensively for their entrepreneurial idea why (1) they believe the idea is strategically important, (2) they are satisfied with the organization¿s strategy, (3) they have substantial human capital, and (4) they perceive that their immediate organizational environment provides them with sufficient resources to explore, develop and potentially implement the ideas. Furthermore, we found that the extent to which entrepreneurial ideas are accepted is influenced by the availability of resources and by the intensity of the lobbying effort itself.