Capturing the Many Splendored Entrepreneurial Beast: Observing the Decision-Laden Journey from Novice to Effectual Expert
Effectuation emerged in the early 2000s as an alternative to the neoclassical economic strategy of segmenting, targeting, and positioning within the entrepreneurship literature. The original study by Sarasvathy (2001) was based on the decision-making of 27 male expert entrepreneurs as they navigated a hypothetical scen...
N. Pollard
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