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Prof Stuart Read

Salem, Oregon, USA
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Prof StuartRead Read

Stuart Read
is a Professor at the Atkinson Graduate School of Management, Willamette University, Salem, Oregon, USA. His 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. Prof Read can be contacted at

Profile created 7 April 2019

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