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To Faculty overview| Professor John Stuart Read 00 | |
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Professor Stuart Read American PhD University of Washington, AB Computer Science and Economics Harvard University |
| Programs | Stuart Read teaches in the following IMD programs: |
| Vita | Stuart Read is Professor of Marketing. Stuart Read's research is focused on effectuation. Derived from the practices employed by expert entrepreneurs, effectuation is a set of heuristics that describe how people make decisions and take action in situations of true uncertainty. As uncertainty is pervasive across all aspects of firms, markets and organizations, his work on effectuation applies to, and has been published in a variety of disciplinary areas. Marketing: Journal of Marketing Professor Read has nearly twenty years of industry experience, having participated in the creation of six high technology start-up firms. Four of those firms were acquired by industry leaders including Sun Microsystems and Lotus Development Corporation. Two are publicly traded. He also spent six years with enterprise database software provider, Oracle Corporation. |
| Publications, Cases, Projects | Stuart Read is the author of numerous articles, case studies and projects in the above mentioned fields. Find out more information about Stuart Read's publications : |
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