The great pretending: artistic logic for entrepreneurial action
研究提出一种艺术逻辑，即个体即使没有创业意图也能通过表演式过程创造假装现实，从而影响真实创业，并通过假航空公司的案例识别出四个维度。
Purpose We propose an artistic logic of entrepreneurial action whereby individuals undertake entrepreneurial acts even without entrepreneurial intentions, creating a pretended reality through performance-like processes. We explore how these actions impact real-world entrepreneurship, challenging conventional venture creation and evaluation paradigms. Design/methodology/approach Artistic logic is developed and illustrated through an in-depth analysis of a qualitative case study of a pretend airline employing a constructivist-interpretive approach. Findings We identify four dimensions of artistic logic in entrepreneurial action, which underscore the capacity of artistic entrepreneurial performances to simulate real entrepreneurial experiences: leveraging a socio-economic situation, building an evocative image of a venture, attracting engagement and pretending. Practical implications The findings have significant implications for venture creation, offering entrepreneurs a framework for conducting expansive prototyping to develop, evaluate and actualise opportunities. Additionally, the findings can enrich entrepreneurial education by highlighting the value of expansive prototyping that immerses student entrepreneurs in the opportunity as a creative process. Originality/value Framing entrepreneurial action within the context of performance art as artistic logic bridges theoretical gaps between creativity, subversion and entrepreneurship, offering a novel perspective on venture simulation, creation and opportunity evaluation.