Rule-Based Reasoning for Understanding Opportunity Evaluation
整合创业与相关领域文献，提出基于规则推理的理论框架，解释环境因素、机会线索和个体差异如何共同影响个人对机会吸引力的判断，以及为何不同管理者或创业者对相同机会看法不同。
Much research on opportunity in entrepreneurship and related fields centers on the origin of opportunities and the actions individuals take to exploit opportunities. However, our understanding of how individuals evaluate opportunities remains fragmented, with research spanning fields of study and using different terminology for similar concepts. Building on recent research suggesting that rule-based reasoning underpins how individuals evaluate opportunities, we integrate and synthesize the literature on opportunity evaluation and suggest rule-based reasoning as an overarching theoretical framework to understand opportunity evaluation across fields of study. Specifically, we illuminate how environmental factors, opportunity-related cues, and individual differences coalesce as one uses these factors as judgment rules to discern the personal attractiveness of an opportunity. Further, we explain how managers and entrepreneurs individuate opportunities, demonstrating why different individuals apply different rules and thus view similar opportunities differently. We conclude with implications of rule-based reasoning for opportunity evaluation across a broad set of management disciplines and offer directions for future research.