Evaluating Affordance-Based Opportunities: A Conjoint Experiment of Corporate Venture Capital Managers’ Decision-Making
通过联合实验分析54位公司风险投资经理的864次投资决策，发现他们看重数字技术的可重组性和可重编程性，且个人与组织背景影响其识别可供性投资机会。
We integrate opportunity evaluation reasoning with affordance theory to develop a nuanced theoretical model of action orientation in entrepreneurial decision-making. We test our model with a conjoint experiment of 864 decisions made by 54 corporate venture capital (CVC) managers evaluating digital ventures for investment. Our findings provide evidence that CVC managers value two sources of digital affordances: the recombinability and the reprogrammability of digital technologies. The results show that CVC managers individuate affordance-based investment opportunities based on their personal and organizational background. We contribute to a fine-grained understanding of action potentials in the evaluation of opportunities and advance affordance theory through a cognitive judgment perspective.