Resumen

Introduction: This study recognizes different theoretical conceptualization postulates on market propensities, experiences and trends, identifying the transformation of decision making in entrepreneurship. Methodology: Scenario analysis, to clarify the variables of each theoretical assumption, posing situations to anticipate other risks and decisions. Results: Comparative table of the main concepts and relational graph of the analyzed theories, explaining the fundamentals and techniques of the market for the entrepreneur, exposing how the models can identify scenarios, present probability calculations, anticipate adverse situations, externalities and decision making. decisions to mitigate impacts and take advantage of opportunities. Discussion: It allowed management variables to be framed by presenting theories under the assumption of expected utility, risk management, uncertainty and Bayesian decision, determining the conceptualization that contributes to making decisions in a strategic and effective way, agreeing to take risks. Conclusions: The reflections of theoretical knowledge provide decision outlines that outline the entrepreneur in an increasingly complex and changing environment, considering the uncertainty that is impossible to predict with certainty, but that viable paths can be established and other theories proposed to strengthen entrepreneurship. adapting to the reality of economic markets.

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