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Propose from a cognitive approach a visual aid to pilot the deliberate strategy of entrepreneurs and establish a strategic surveillance for the creation of emergent strategies based on the dynamics of the systems. A constructivist epistemological position is used and is based on a method of action intervention. A visual aid based on cash flow is established to pilot the deliberate strategy and a proposition to use variability, restrictions and uncertainty as elements for reflection in the creation of emerging strategies. Entrepreneurs should be based on heuristics to establish strategies deliberate and emergent.

ESTRATEGIA DELIBERADA Y EMERGENTE EN EMPRENDIMIENTO: PROPUESTAS DESDE UN ENFOQUE COGNITIVO