子谦译文｜创业教什么：六种主流创业方法的比较(23)

规范性创业包括一套基于研究的指导方针，它概述了创业者该做什么，来提高他们创造财富的概率。在最高层的逻辑上，规范性创业理论的基本原理是“创业者的发现依赖于他们的经验、特定知识和特定的创业想法之间的匹配度，而这可能是个系统地发现”。在贝叶斯（Bayesian）学习的基础上，规范性创业断定创业者只能发现与他们的“认知结构”相对应的创业想法，因此，创业者应该系统地从关注受先前限制的经验开始，换句话说，就是关注他们获得的一般性和专业知识。在这里，“系统”是指创业者“根据他们的具体知识预先确定如何搜索”，而“受限”指的是，和警觉度视角的无限制扫描相比，创业者为了获得更多好处，可能将搜索限制在熟悉的信息渠道上。在中间层次的模型上，Fiet强调了规范性模型的五个步骤：(1)对现有知识、专业知识和一般常识进行反思；
(2)根据自己的现有知识选择信息渠道；(3)将搜索范围限制在用户最优选的信息渠道；(4)搜索信号并快速响应；(5)基于社会认知因素来解释反馈，这个过程的目的是发现有关环境的信息提示所形式的相关信号。在最低层的策略中，规范性创业方法仍然是抽象的，它只提供了一些理论概念，比如信息通道和考虑因素等，并没有提供在实践中使用的方法，这就给实施带来了挑战。
Business planning is defined as “a process of ascertaining a series of potential courses to be taken by the firm, determining the firm’s position as a result of each potential course, comparing and weighing this position for all actions, and, on the basis of the evaluation, selecting the course of action to be followed” (Steinhoff 1971, p. 3). On the higher level of logic, the business plan should offer solutions to “a set of dependent and independent functional problems”(Ackoff 1981, p. 52). The business plan is the formal statement outlining the process of business planning. It is constructed around several functions in the internal organization and several other external factors that influence the entrepreneurial process. Business plans deal with issues such as customers, market objectives, risks, financial plans, management team, and milestone schedules (Draman1995; Delmarand Shane2004). They also include strategies such as cost minimization, and performance and sales maximization (Utterback and Abernathy 1975), differentiation, cost leadership, and focus (Porter 1980; Delmar and Shane 2003). On the middle level of model, there are a number of steps commonly associated with a business planning process: defining the business, developing its mission, setting goals and objectives, crafting a strategy to achieve the objectives, identifying the required resources, establishing a resource acquisition and allocation plan, executing the strategy, evaluating performance, and initiating corrective adjustments (Draman 1995; Steinhoff 1971). Onthe lower level of tactics, approaches such as market research (Hong et al. 2013), focus groups, SWOT analysis, PEST model, 7S model, financial prognosis, and nominal ranking assist entrepreneurs in the process.