子谦译文｜创业教什么：六种主流创业理论的对比研究(3)

在最近的创业领域内，规范型方法引起了人们很大的兴趣。方法是指导人类行动的理论和实践方面的行动原则。创业方法的一个主要来源是广泛的学术努力，即以实证方式描述和分类创业过程，然后将结果转化为规定的方法，说明创业者应该如何推理和行为秩序，进而创造价值。创业方法的一个突出的例子是效果逻辑理论，作为一套启发式的方法，任何创业家都可以在不确定性的情况下创办新的企业。创业者方法的另一个主要来源创业者他们自己，将自己的个人和特殊经验提炼成相对连贯的规范性建议，常见的例子就是精益创业方法，创业者通过与客户的互动来制定和测试风险假设。
Prescriptive methods of entrepreneurship have been criticized, however, for their lackof rigor and relevance. Practitioner-grounded entrepreneurial methods have met with criticism for lacking theoretical rigor (Wood 2000), which has led to undesirable consequences, such as entrepreneurs giving up prematurely (Heitmann 2014). Scholarly grounded entrepreneurial methodshave been said to lack both practical relevance (Frank and Landstrm 2016) and theoretical rigor (Arend et al. 2015). One shortcoming of methods is a lack of trust worthiness due to the context-specific nature of entrepreneurship and thus the limited applicability of largely untested prescriptions. Another frequently cited shortcoming is a lack of practical usefulness dueto limited concrete actionable advice (Wolf and Rosenberg 2012). An illustrative example is a recent debate concerning effectuation, which has been cast as an underdeveloped theory lacking practical managerial tools and with the potential to lead to dangerous practices among entrepreneurs (Arend et al. 2015). The concern has been that it could tempt entrepreneurs to ignore the risks of competition and to neglect the need for even the most rudimentary planning practices.