Resumo do trabalho

The Entrepreneurial Judgment Approach has focused on what EJ is: entrepreneurs continually assessing situations and making judgments that guide their actions (Klein, 2008). However, there’s little active conversation on how entrepreneurs navigate their process of turning intentions into judgments. Therefore, this paper's main purpose is to understand how entrepreneurs navigate the process of judgment, toward acting. In this theoretical paper, we introduce the Judgment Tensions and the Frugal Paradox. Besides theoretically expanding Klein’s (2008) work, our research resulted in a new theoretical model that captures the fluid and orbital nature of the judgment processs. It also deepened the understanding of tensions entrepreneurs face when exercising judgment in paradoxical contexts, such as the Frugal Paradox. Practically, we offer actionable insights for entrepreneurs and aid policymakers on the creation of institutional frameworks. Lastly, the expected social impact lies in the potential to promote frugality as a daily paradox, contributing to developing solutions that improve quality of life, reduce inequalities, and support sustainable development.