Stuart Read

Stuart Read is an American and a Professor at IMD in Lausanne Switzerland. Stuart received his PhD from the University of Washington and also holds an AB Computer Science and Economics from Harvard University

Stuart Read's research is focused on effectuation. Derived from the 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.

http://www.imd.org/about/facultystaff/read.cfm