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A number of studies suggest that entrepreneurial experts and novices differ in the way they think and reason—their cognition. Generally, experts are individuals with expertise in a specific domain, while novices, by contrast, lack such expertise and experience. Hence, to develop into a successful entrepreneur, knowing about these differences is critical. What are the characteristics of experts' cognitive styles—the ways they perceive, combine, and assess information—that ultimately result in judgment and decisions that lead to a new product, service, or venture?

Experts and Expertise

Being an expert is frequently associated with a brilliant scientist conducting groundbreaking research, a chess master beating a computer, or a virtuoso flawlessly performing a complex piano sonata. Such ideals have inspired researchers to investigate the differences between experts and novices from many ...

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