Situated Entrepreneurial Cognition

This paper reviews and integrates research from both within and outside the entrepreneurship field under the label of ‘situated cognition’. Situated cognition is the notion that cognitive activity inherently involves perception and action in the context of a human body situated in a real‐world environment. The review concentrates on three areas of the situated cognition literature that have significant implications for research in entrepreneurial cognition: embedded, grounded and distributed cognition. While these three aspects of cognition differ in terms of foci and core theses, they share the common emphasis of viewing and investigating cognitive processes by going beyond the individual mind and paying attention to the human body, (material) objects and other people. Using the theoretical lens of situated cognition provides new insights into current entrepreneurship phenomena such as co‐creation and interaction in a shared economy based on new technologies.