子谦译文｜创业教什么：六种主流创业理论的对比研究(12)

商业计划在1960年代早期作为一个重要的原则和指导方针而出现，并在1970年代获得广泛接受。它主要用于构建公司的业务和指导战略决策。但多年来，它慢慢成为了一个表明忠诚度的有用的工具，因此创业者开始把它作为一种交流工具来吸引投资。当时，风险投资家和其他融资机构普遍存在将商业计划置于有抱负的创业者议程的前面的偏见，并出版了大量的“手册”来展示商业规划流程是什么样的，以及对有抱负的创业者该如何实施这些流程。为了补充商业规划方法，并使其适应创业者所假设的高度不确定性的条件，McGrath和MacMillan等学者提出了一套新的指导方针，用于在创业中使用规划策略。这些都是基于渐进式发展的理念，而不是在任何创业活动开始之前制定的宏大、长期(通常是五年)计划。在他们的《创业思维：在不确定时代持续创造机会的策略》一书中，他们尝试支持创业者的主观信念和假设，这些在商业规划实践中被认为是理所当然的。
This opened up space for theories that emphasized “designing”new business activities rather than “planning”for them. In 2001, Saras Sarasvathy proposed five principles that served to guide the actions of expert entrepreneurs in creating successful businesses (2001). She postulated that these five principles could be conceived of as best practices and , therefore, could be learned by aspiring entrepreneurs (Sarasvathy and Venkataraman2011). Additionally, Baker and Nelson (2005) appropriated the concept of bricolage from sociology and applied it to entrepreneurship, packaging it as a set of guiding principles that entrepreneurs could use when faced with resource scarcity. In the meantime, the notion of experiment ation(Thomke1998,2003), implicitly touched upon as part of effectuation and bricolage, began to gain traction. Books and research articles that advocated similar experimental approaches to business development acquired a modicum of popularity (Fiet 2002; Pfeffer and Sutton 2006; Sull 2004). They concluded that a high degree of uncertainty can only be effectively and actively reduced through an experimental process that converts assumptions to facts. Furthermore, they argued for making decisions grounded in information gathered fromcarefully crafted experiments. Building on this idea, prescriptive entrepreneurship (Fiet 2008) offered a set of systematic theoretical guidelines for discovering opportunities amid the growing scholarly interest in the construct of opportunity. The guidelines projected a competing logic to the alertness perspective and offered new avenues for entrepreneurs to discover latent and/or create newopportunities in their surroundings.