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Successful entrepreneurs minimize risk

Author

Listed:
  • Johann Peter Murmann

    (University of New South Wales, Sydney, Australia and University of Pennsylvania, Philadelphia, USA)

  • Deepak Sardana

    (University of South Australia, Adelaide, Australia)

Abstract

Many scholars see entrepreneurs as action-oriented individuals who use rules of thumb and other mental heuristics to make decisions, but who do little systematic planning and analysis. We argue that what distinguishes successful from unsuccessful entrepreneurs is precisely that the former vary their decision-making styles, sometimes relying on heuristics and sometimes relying on systematic analysis. In our proposed framework, successful entrepreneurs assess their level of expertise and the level of ambiguity in a particular decision context and then tailor their decision-making process to reduce risk.

Suggested Citation

  • Johann Peter Murmann & Deepak Sardana, 2013. "Successful entrepreneurs minimize risk," Australian Journal of Management, Australian School of Business, vol. 38(1), pages 191-215, April.
    • Handle: RePEc:sae:ausman:v:38:y:2013:i:1:p:191-215
    DOI: 10.1177/0312896212444114
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    References listed on IDEAS

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    Cited by:

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    7. Mariano Puglisi & Vincenzo Fasone & Giulio Pedrini & Deborah Gervasi & Guglielmo Faldetta, 2022. "Using a dual system of reasoning in small businesses: Entrepreneurial decisions and subjective risk intelligence," International Entrepreneurship and Management Journal, Springer, vol. 18(2), pages 529-553, June.

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