Effectuation Publications Library
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ENTREPRENEURIAL ACTION: EXPLOITATION DECISIONS UNDER CONDITIONS OF UNCERTAINTY.
Alexander McKelvie VERONICA GUSTAFSSON Michael Haynie
We explore opportunity exploitation decisions made under varying conditions of uncertainty. We conceptualize uncertainty as a multidimensional construct, and employ conjoint analysis to understand entrepreneurs’ likelihood of exploiting an opportunity by going forward with a new product launch given varying combinations of state, effect, and response uncertainty.