子谦译文｜创业教什么：六种主流创业方法的比较(2)

摘要：创业者和学生对创业行为有具体的指导越来越感兴趣了，因此很多学者和实践者都通过提出各种创业方法来回应这一需求，不过这也导致了一些缺乏严谨性和相关性方法的激增。为了组织和明确创业方法的范围和多样性，本文从九个概念维度对效果逻辑与其他五种不同的创业方法进行了比较；通过应用两个概念框架，突出每种方法的核心基础。除了揭示这些方法之间的异同之处，本文还给出了一些对理论、实践、政策和教育的关键启发。理论上，效果逻辑的优势可以用来补充其他创业方法，反过来，其他创业方法的优势也可以用来弥补效果逻辑的潜在弱点，例如缺乏行为策略和在创业发展后期的有限适用性等特点。因此，本文的发现可以帮助创业者和实践者改进他们的方法，并为开发创业方法开辟新的途径。
Keywords :Entrepreneurial methods. Prescriptive theories. Effectuation. Comparison . Rigor and relevance
关键词： 创业方法 规范性理论 效果逻辑 严谨性和相关性

Introduction引言
Prescriptive methods have recently attracted considerable interest in the field of entrepreneurship (Jones and Penaluna 2013). Methods are principles of thought and action that guide the theoretical and practical aspects of human action (cf. Neck and Greene 2011; Mansoori 2017; Romme and Endenburg 2006). A main sourceof prescriptions for entrepreneurs is the widespread scholarly effort to empirically describe and categorize entrepreneurial processes (cf. Romme 2016) and then to transform the results into prescriptive methods (Denyeret al. 2008) for how entrepreneurs should reason and behave in order to create value. A prominent example of an entrepreneurial method is effectuation, presented as a set of heuristics any entrepreneur could use to develop a new venture in the face of uncertainty (Sarasvathy 2001). Another main source of prescriptions for entrepreneurs stems from expert entrepreneurs themselves, who have distilled their personal and idiosyncratic experiences into relatively coherent prescriptive advice. A widespread example is the lean startup methodology, Prescribing that entrepreneurs formulate and test venture hypotheses through interacting with customers (Ries 2011).