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  Professor John Stuart Read 00

Professor Stuart Read

Marketing, Innovation and Entrepreneurship

PhD University of Washington, AB Computer Science and Economics Harvard University


Stuart Read teaches in the following IMD programs:
Master of Business Administration (MBA)
Orchestrating Winning Performance (OWP)


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
New ventures: Journal of Business Venturing (article 1, article 2), Strategic Entrepreneurship Journal
Innovation: Technovation, European Journal of Innovation Management
Finance: Journal of Private Equity, Journal of Business Venturing
Organizational Behavior: Organization Studies, Financial Times
Strategy: Strategic Management Journal, Academy of Management Best Paper Proceedings
Economics: Journal of Economic Behavior and Organization, Journal of Evolutionary Economics (forthcoming)

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 :

All publications of John Stuart Read
All cases of John Stuart Read


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