Missing the Boat and Sinking the Boat: A Conceptual Model of Entrepreneurial Risk
Open Access
- 1 July 1986
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 50 (3) , 58-70
- https://doi.org/10.1177/002224298605000305
Abstract
The use of financial portfolio theory to guide new venture planning is discussed and rejected. Instead, a dual conceptualization of business risk is offered that is more consistent with statistical inference and several other theories of risk and decision making. It provides a better understanding of entrepreneurial decision making and how planning can both reduce and increase risk.Keywords
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