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Stuart Read

Stuart Read

Willamette University Atkinson Graduate School of Management

Stuart Read is a Professor at Willamette University's Atkinson Graduate School of Management. Professor Read's research is focused on effectuation. Derived from 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. 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, and two issued initial public offerings.

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Consumer Behavior

The Six Faces of Value Co-creation: A Field Guide for Executives

by Kumar Rakesh Ranjan, Stuart Read

How can firms best engage customers to co-create value? A surge in academic and practical interest around this question of value co-creation (VCC) highlights...

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