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. 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.

Strategy: Strategic Management Journal, Academy of Management Best Paper Proceedings
Marketing: Journal of Marketing
New ventures: Journal of Business Venturing
Innovation: Technovation, European Journal of Innovation Management
Finance: Journal of Private Equity, Journal of Business Venturing
Organizational Behavior: Organization Studies, Financial Times
Policy: Research Policy
Economics: Journal of Economic Behavior and Organization, Journal of Evolutionary Economics
Education
A.B. Computer Science, Harvard University
Ph.D. Marketing, University of Washington
Areas of Research / Professional Expertise
Professor Read's startup experience is in software.
Personal Interests
Professor Read is an active adventurer.  He has sailed across the Atlantic, hiked the John Muir Trail, paddled the Northern Forest Canoe Trail - and perhaps most daunting - has two teenage sons.
Websites