Stuart Read
Professor
MBA
Willamette University
United States of America
Biography
Professor Read's research is focused on effectuation. Derived from practices employed by expert entrepreneurs, effectuation is a set of heuristics that describe how people make decisions and take action in situations of true uncertainty. As uncertainty is pervasive across all aspects of firms, markets and organizations, his work on effectuation applies to, and has been published in a variety of disciplinary areas. Professor Read has nearly twenty years of industry experience, having participated in the creation of six high technology start-up firms. Four of those firms were acquired by industry leaders including Sun Microsystems and Lotus Development Corporation. Two are publicly traded. He also spent six years with enterprise database software provider, Oracle Corporation.
Research Interest
effectuation, Strategic Management
Publications
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Read S, Sarasvathy SD. Co-creating a course ahead from the intersection of service-dominant logic and effectuation. Marketing Theory. 2012 Jun;12(2):225-9.
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Mayer-Haug K, Read S, Brinckmann J, Dew N, Grichnik D. Entrepreneurial talent and venture performance: A meta-analytic investigation of SMEs. Research Policy. 2013 Aug 31;42(6):1251-73.
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Ranjan KR, Read S. Value co-creation: concept and measurement. Journal of the Academy of Marketing Science. 2016 May 1;44(3):290-315.
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Dew N, Grichnik D, Mayerâ€Haug K, Read S, Brinckmann J. Situated entrepreneurial cognition. International Journal of Management Reviews. 2015 Apr 1;17(2):143-64.
