子谦译文｜创业教什么：六种主流创业方法的比较(37)

第三概念维度强调一些活动，它们扩大了创业者在创业过程中的知识，并超越了任何时刻他们个人所掌握的和一般性常识。知识在创业过程中扮演着非常重要的角色，它的重要性在大多数的创业方法中都得到了强调，不仅在商业计划中具有说明力和代表性，其他方法也强调利用现有手段增长知识从而扩大自己的知识库。效果逻辑和规范性创业方法强烈强调以个人知识为出发点，其他方法也强调扩展一般知识库的重要性，却不用考虑其来源，这两种方法之间的一个关键区别是与知识如何扩展的观念有关。实际上，知识主要在当有新知识的利益相关者加入时才会得到扩展；在规范性创业、精益创业和设计思维中，知识是通过精心设计的信息收集活动扩展的，这些差异反映了与之前观察到的不确定性管理的概念化方面的差异，表明知识的获取和管理不确定性的能力之间有很强的关联性。
4.4Redirection power 重定向能力
The fourth conceptual dimension concerns the degree to which the methods recognize entrepreneurs’agency over the entrepreneurial process, especially in relation to new information, failures, and surprises (Garud and Karne 2003). Although all entrepreneurial methods except for business planning have a recursive understanding of the venture creation process, they permit varying degrees of process ownership (cf. Foss et al. 2007). Business planning has a linear understanding of its prescriptions, and although in reality there may be redirections in the process, the method does not, explicitly or implicitly, provide advice in this regard. While effectuation, design thinking, and the lean startup methodology explicitly embrace surprises and contingencies (Sarasvathy 2001; Johansson-Skldberg et al. 2013), discovery-driven planning and prescriptive entrepreneurship guide entrepreneurs to avoid future surprises. It is important to note that, in principle, entrepreneurial methods are receptive to the idea of a change in direction. But a difference between the methods emerges with respect to the point at which these redirections happen. In effectuation, design thinking, and the lean startup methodology, redirections can happen any time new information is unearthed. In discovery-driven planning and prescriptive entrepreneurship, on the other hand, the decision to redirect is made at the end of a completed cycle. It is worth noting that, although discovery-driven planning and prescriptive entrepreneurship have incorporated redirectional ideas into their prescriptions (Fiet 2007; McGrath and MacMillan 1995), they fall short in providing explicit justifications for why these changes to direction in the face of emerging understanding are relevant and necessary.