Making It Happen: Beyond Theories of the Firm to Theories of Firm Design
批评现有企业理论仅用企业成功解释创业成功，提出将企业家置于中心，借鉴西蒙和拉科夫的认知理论，探索超越经济力量和进化适应的创业效果逻辑，并给出企业设计的研究问题。
Current theories of the firm provide no explanation for entrepreneurial success except in terms of firm success. Even when the focus is on the entrepreneur, s/he is entirely cast as a bundle of traits/behaviors or heuristics/biases that serves to explain firm performance. In this article, I suggest putting the entrepreneur center stage, adopting an instrumental view of the firm. Drawing upon the work of Simon in symbolic cognition and Lakoff in semantic cognition, I explore how we can go beyond explanations based on economic forces and evolutionary adaptation to entrepreneurial effectuation; I end with specific research questions pertaining to firm design.