Missing the Boat and Sinking the Boat: A Conceptual Model of Entrepreneurial Risk.

Peter A. Dickson, Joseph J. Giglierano
Journal of Marketing
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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.
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Peter A. Dickson, Joseph J. Giglierano
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