EFFECTUATION: ELEMENTS OF ENTREPRENEURIAL EXPERTISE
Book ID/图书代码： 04289514B76255
English Summary/英文概要： To effectuate is to engage in a specific type of entrepreneurial action. It has special importance for situations where the future is truly unknowable or human agency is of primary importance. In "Effectuation", Saras Sarasvathy explores the theory and techniques of non-predictive control for creating new firms, markets and economic opportunities. Using empirical and theoretical work done in collaboration with Nobel Laureate Herbert A. Simon, the author employs methods from cognitive science and behavioral economics to develop the notion of entrepreneurial expertise and effectuation. Supportive empirical evidence is provided by the author’s study of 27 entrepreneurs as well as other independent studies. The book then traces the consequences of effectuation for business management, economics and social philosophy. The author finds that effectuators generate constraint-satisfying solutions rather than searching for optimal ones, make rather than find opportunities, and in a deep sense, convert ’as-if’ propositions into ’even-if’ ones. The way they accomplish this is the central discussion of the book. Students and scholars of entrepreneurship will find this path-breaking research of great value. The book’s conclusions will also be of interest to those in the fields of behavioral and evolutionary economics, cognitive science and management.
Chinese Summary/中文概要： 实践是进行创业活动的有效模式，该模式在无法看清未来或者人类能动性占据主导的情况下极其重要。 本书中，萨拉斯瓦西探究了存在于筹建公司，发现市场和经济机会三者中针对不可预见性控制的理论和技术。利用与诺贝尔奖获得菏泽赫伯特•A•西蒙合作获得的经验性和理论性成果，同时作者使用了认知科学和行为经济学的方法，发展了创业经验与实践的概念。作者围绕27名创业者进行研究的和其他独立研究为此提供了具有说服力的经验性证据。之后本书探究了实践对于商业管理、经济和社会哲学的重要性。作者发现，实践虽促生了不尽如人意的解决方案，但比苦寻最优方案而不得要强，是制造机会而非寻找机会。在更深层意义上来说，把空想“如何如何”的命题变成了创造“如何如何”的命题。他们如何完成这一转变即是本书的重点讨论的。
研究创业问题的学生，学者会发现这本开拓性的研究非常有价值。本书的结论也会引起行为经济学、演绎经济学、认知科学和管理学领域人士的兴趣。(LNL)
Awards/获奖情况：’实践的概念深奥而精妙。一方面，它挑战了长久以来在社会科学中关于因果关系的铁律。另一方面，它催生了大量社会现象的新见解。这个概念尤其适合去分析创业行为。创业行为包含在我们一直以来理解的因果关系中，很多人也都是这么认为，可惜是错的——杰伊•B•巴尼于俄亥俄州立大学
’The concept of effectuation is as subtle as it is profound. On the one hand, it challenges long held beliefs about the nature of cause and effect in social science. On the other hand, it generates a host of new insights about social phenomena. This concept is particularly well suited to analyzing entrepreneurial behavior - behaviors undertaken in settings where the relationship between cause and effect is understood, at best, very poorly.’ - --Jay B. Barney, The Ohio State University, US
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