Contemporary research has highlighted entrepreneurial sensemaking as a dynamic, socially embedded action undertaken to reduce uncertainty, but scholars have yet to fully address the role of routine-like immanent sensemaking employed when entrepreneurs try to understand their task environment. Defined as a routinised way of making sense of how to proceed in novel situations, we investigate how entrepreneurs use immanent sensemaking as they continuously seek to make sense of their consumer context. Our study reveals that entrepreneurs absorb individual, social and cultural signals from consumers to support their judgement and action. The findings suggest that entrepreneurs use immanent sensemaking not only for unusual events but also construct multilevel frames to understand their customers as individual, social and cultural beings in their everyday encounters.

当代研究强调企业家意义建构是一种动态的、嵌入社会的行动，旨在减少不确定性，但学者们尚未完全解决企业家试图了解其任务环境时所采用的类常规内在意义建构的作用。定义为理解如何在新情况下进行的常规方式，我们调查企业家如何在不断寻求理解他们的消费者背景时使用内在的意义建构。我们的研究表明，企业家吸收消费者的个人、社会和文化信号，以支持他们的判断和行动。研究结果表明，企业家不仅对不寻常的事件使用内在的意义建构，而且还构建多层次框架来理解他们的客户作为个体，