Entrepreneurial lemonade

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In effectuation theory for entrepreneurs, the idea of making lemonade is as simple as it sounds. Entrepreneurs can leverage the contingencies that will come on the way[@ianuzzi2017Entrepreneurship for Physicists]. And this is, perhaps, one of the crucial aspects of the effectuation theory: entrepreneurs must acknowledge that they don't have absolute control, and therefore many of their actions should be reactive. This is a unique advantage over larger structures that simply don't have the agility to swiftly pursue, develop, or drop different ideas.


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Aquiles Carattino
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