子谦译文｜创业教什么：六种主流创业理论的对比研究(23)

规范性创业包括一套基于研究的指导方针，概述了创业者该做什么，以提高他们创造财富的概率。在最高层次的逻辑上，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，这可能是个系统地发现”。在贝叶斯学习的基础上，规范性创业假设，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，创业者应该从系统地关注受先前受限的经验开始，换句话说，就是关注他们获得的一般性和特定的知识。在这方面,“系统”是指创业者如何“根据他们的具体知识预先确定如何搜索”，而“受限”是指创业者可能因受益更多而将搜索限制在熟悉的渠道，而不是从机敏性角度的无限制扫描中获得更多受益的想法。在模型的中层，Fiet强调了规范性模型的五个步骤：(1)对现验知识、特定知识和一般知识的反思；(2)根据自己的先验知识选择信息渠道；
(3)将搜索范围限制在用户最优选的信息渠道；(4)搜索信号并做出快速响应；(5)基于社会认知因素来解释反馈，这一过程的目标是以环境信息线索的形式发现相关信号。在最低层次的策略中，规范性创业方法仍然是抽象的，它提供了一些理论概念，比如信息通道和考虑因素等概念，但没有提供它们在实践中的使用方法，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.