It has been argued that understanding of entrepreneurship and firm behavior can be advanced by generalizing the static theory of the neoclassical firm so that it can deal with conditions in a dynamic economy. The paper rejects generalization and explains why such a shift causes the nature of the...

It has been suggested that the theory of the firm can be modified and improved by shifting to a (non-maximizing) heuristic approach that is able to explain how relatively efficient outcomes can be brought about by the use of 'fast and frugal' decision rules. The paper argues, however, that...