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The Effectiveness of An Effectuation Approach on Opportunity Identification and Pursuit: Evidence from a Randomized Controlled Field Experiment

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... Moreover, since the enactment process plays an essential role in the creation of business opportunities, some scholars posited that the teaching approaches that help individuals to form opportunities through an enactment process such as effectuation could be efficacious in fostering OI based on creation perspective (Alvarez & Barney, 2010;Zhu et al., 2020). Sarasvathy's notion of effectuation clearly implies elements of social constructivism (Nab et al., 2014) and embraces the idea of opportunity creation (Berglund, 2007;Cohen et al., 2020). ...
... Sarasvathy's notion of effectuation clearly implies elements of social constructivism (Nab et al., 2014) and embraces the idea of opportunity creation (Berglund, 2007;Cohen et al., 2020). In this regard, Zhu et al. (2020) showed that individuals trained by the means-oriented approach of effectuation could generate more business ideas of higher quality than individuals who only practiced thinking creatively through various exercises. Based on Sarasvathy's (2001) "bird-in-hand" principle 2 of effectuation, Zhu et al. (2020) asked individuals in the effectuation group to define their resources by asking themselves means-oriented questions such as, "who am I?", "what do I know?", and "who do I know?". ...
... In this regard, Zhu et al. (2020) showed that individuals trained by the means-oriented approach of effectuation could generate more business ideas of higher quality than individuals who only practiced thinking creatively through various exercises. Based on Sarasvathy's (2001) "bird-in-hand" principle 2 of effectuation, Zhu et al. (2020) asked individuals in the effectuation group to define their resources by asking themselves means-oriented questions such as, "who am I?", "what do I know?", and "who do I know?". Afterward, Zhu and his colleagues asked them to integrate their resources and form business opportunities by communicating and discussing their ideas with potential customers. ...
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The number of entrepreneurship education (EE) programs that aim to foster opportunity identification (OI) as a key entrepreneurial capability has grown considerably in the past few decades. However, these EE programs mostly lack a robust theoretical framework that could help educators and researchers select teaching approaches in line with their philosophical perspectives. This study proposes a theory-driven framework for fostering OI by bridging entrepreneurship and education fields, considering the ontological and epistemological assumptions that exist in both fields. The proposed framework includes different philosophical perspectives on entrepreneurial opportunities and strategies for identifying opportunities coupled with the most relevant learning theories and teaching approaches for fostering OI. Based on this framework, behaviorism and cognitivism are the most consistent learning theories with the opportunity discovery perspective's philosophical assumptions, and social constructivist learning theory is more appropriate for developing EE programs based on the opportunity creation perspective. This framework suggests that for developing an efficacious EE program to improve individuals' OI performance, different perspectives on the emergence of opportunities and learning should be combined and integrated into a consistent, constructively aligned EE program. The paper concludes with implications for the theory and practice in the entrepreneurship education field.
... Other scholars who adopted the opportunity creation perspective claim that opportunities should be created through social enactment (Wood & McKinley, 2010) and cannot exist apart from individuals (Baker & Nelson, 2005;Sarasvathy, 2001). Although some researchers explicitly referred to their philosophical perspective when developing an EE program to foster OI competence (e.g., Cohen et al., 2020;Fiet, 2002;Fiet & Patel, 2008;Zhu et al., 2020), they have failed to reasonably align their pedagogical approaches with their adopted perspective (Farrokhnia et al., 2022). This is problematic since pedagogy requires designed learning experiences guided by a clearly articulated philosophical perspective (Hollins, 2011). ...
... Previous entrepreneurship educators also employed several social constructivist approaches for fostering individuals' OI capability based on the creation perspective mainly by facilitating self-directed learning (e.g., Lindberg, Bohman, & Hultén, 2017;Lindberg, Bohman, Hulten, et al., 2017), team working (e.g., Hytti et al., 2010), coparticipation in a community of practice (e.g., Musteen et al., 2018), and networking with expert entrepreneurs (e.g., Kubberød & Pettersen, 2018;Lindberg, Bohman, & Hultén, 2017) and business advisors (e.g., Heinonen et al., 2011;Hytti et al., 2010). Also, training individuals by the means-oriented approach of effectuation has been reported to be effective in improving OI capability (e.g., Zhu et al., 2020). According to scholars, the notion of effectuation clearly implies elements of social constructivism (Nab et al., 2014) and embraces the idea of opportunity creation (Berglund, 2007). ...
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The primary purpose of this conceptual study is to propose a theoretical framework for developing EE programs that aim to foster individuals’ OI capability. This will be done by exploring the relationship between the two main philosophical perspectives in the entrepreneurship field concerning entrepreneurial opportunities (i.e., opportunity discovery and creation) and learning theories in the education field based on their shared philosophical roots. The authors reviewed extensively related literature and research on different philosophical perspectives of entrepreneurial opportunities in the entrepreneurship field and learning theories in the education field. This detailed literature review formed the basis for developing the framework. Based on the proposed theoretical framework, the behaviorist and cognitivist teaching and assessment approaches are the most consistent approaches with the opportunity discovery perspective’s philosophical assumptions, and social constructivist approaches are more appropriate for developing EE programs based on the opportunity creation perspective. Moreover, our framework suggests that different philosophical perspectives, views on opportunities, and learning theories do not exclude one another but can exist next to each other in designing and developing efficacious EE programs. The proposed framework would determine the pedagogical implications of different philosophical perspectives in the entrepreneurship field concerning entrepreneurial opportunities, better informing future EE educators and researchers about the most appropriate teaching and assessment approaches of EE programs that aim to foster OI based on each perspective. By conceptualizing how educational philosophies can be integrated into EE to support entrepreneurial learning, the paper provides future entrepreneurial researchers and educators with a novel theoretical framework that integrates the knowledge within both the entrepreneurship and education field.
... By analyzing data collected over an extended period, the study seeks to identify patterns and trends that reveal how strategic management education influences career advancement, leadership roles, and organizational impact. Zhu et al (2020) emphasizes that strategic management is not just about making decisions; it involves cultivating a mindset that prioritizes strategic thinking as an ongoing process. This mindset, when nurtured through education, can have profound implications for an individual's professional journey. ...
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This study explores the impact of strategic management education on professional development through a longitudinal analysis. The primary objective is to evaluate how strategic management education influences decision-making skills, leadership capabilities, and career advancement over time. Using a comprehensive review of theoretical foundations, this research integrates both traditional and contemporary perspectives to examine strategic management's role in professional growth. The study employs a mixed-methods approach, combining quantitative surveys and qualitative interviews to track the progress of individuals who have undergone strategic management education across various industries. Key findings reveal that strategic management education significantly enhances cognitive and analytical abilities, fosters leadership development, and promotes continuous learning. These improvements translate into accelerated career growth and increased job mobility. Additionally, the research highlights challenges in translating theoretical knowledge into practical application and emphasizes the need for adaptive learning frameworks that align with dynamic business environments. The study concludes that strategic management education is crucial for professional success, particularly in today's complex and competitive markets. The recommendations call for integrating emerging technologies, interdisciplinary learning, and ethical decision-making frameworks into curricula. Future research should focus on optimizing hybrid learning models, leveraging AI for strategic analysis, and exploring the global implications of strategic management education. This study contributes valuable insights for educators, policymakers, and professionals seeking to enhance strategic management education's impact on career trajectories and organizational success.
... Future research could also involve conducting empirical studies to examine the teaching effectiveness of using our framework. For example, future research could conduct a randomized controlled field experiment (e.g., Zhu, Bischoff, Kaap, Schmidt, Gielnik, & Frese, 2021) to investigate the training effectiveness of the integrative approach or its combination with other teaching methods (e.g., design thinking training) by comparing it with typical lectures or the component of the integrative approach only (e.g., activity-system maps or the NK model only). ...
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This article helps develop the creativity perspective within entrepreneurship in two ways. First, it elaborates on the nature of opportunity as a creative product. Rather than viewing opportunities as single insights, it suggests that they are emerging through the continuous shaping and development of (raw) ideas that are acted upon. Second, rather than attributing them to a particular individual, it highlights the contextual and social influences that affect the generation and shaping of ideas. This helps move entrepreneurship research beyond the single-person, single-insight attribution that currently permeates it.
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We develop and validate measures of causation and effectuation approaches to new venture creation and test our measures with two samples of entrepreneurs in young firms. Our measure of causation is a well-defined and coherent uni-dimensional construct. We propose that effectuation is a formative, multidimensional construct with three associated sub-dimensions (experimentation, affordable loss, and flexibility) and one dimension shared with the causation construct (pre-commitments). As specified by Sarasvathy (2001), we also show that causation is negatively associated with uncertainty, while experimentation, a sub-dimension of effectuation, is positively correlated with uncertainty. The major contribution is the resulting validated scales that measure causation and effectuation.
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This paper builds on existing theoretical and empirical studies in the area of entrepreneurial opportunity identification and development. It utilizes Dubin's [Theory Building, (second ed.). Free Press, New York, 1978.] theory building framework to propose a theory of the opportunity identification process. It identifies entrepreneur's personality traits, social networks, and prior knowledge as antecedents of entrepreneurial alertness to business opportunities. Entrepreneurial alertness, in its turn, is a necessary condition for the success of the opportunity identification triad: recognition, development, and evaluation. A theoretical model, laws of interaction, a set of propositions, and suggestions for further research are provided.
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Data from repeated measures experiments are usually analyzed with conventional ANOVA. Three well-known problems with ANOVA are the sphericity assumption, the design effect (sampling hierarchy), and the requirement for complete designs and data sets. This tutorial explains and demonstrates multi-level modeling (MLM) as an alternative analysis tool for repeated measures data. MLM allows us to estimate variance and covariance components explicitly. MLM does not require sphericity, it takes the sampling hierarchy into account, and it is capable of analyzing incomplete data. A fictitious data set is analyzed with MLM and ANOVA, and analysis results are compared. Moreover, existing data from a repeated measures design are re-analyzed with MLM, to demonstrate its advantages. Monte Carlo simulations suggest that MLM yields higher power than ANOVA, in particular under realistic circumstances. Although technically complex, MLM is recommended as a useful tool for analyzing repeated measures data from speech research.
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Cognitive approaches to creativity are discussed as they relate to an important task of entrepreneurs: generating novel and useful ideas for business ventures. Attention is given to the paradoxical role of knowledge, which can either enhance of inhibit creativity, as well as to the properties of knowledge and a selected set of processes that influence the originality of newly generated ideas. Experimental findings are discussed along with suggestions about how those findings might be translated to practical applications.
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In support of theory, this study demonstrates that entrepreneurial experts frame decisions using an “effectual” logic (identify more potential markets, focus more on building the venture as a whole, pay less attention to predictive information, worry more about making do with resources on hand to invest only what they could afford to lose, and emphasize stitching together networks of partnerships); while novices use a “predictive frame” and tend to “go by the textbook.” We asked 27 expert entrepreneurs and 37 MBA students to think aloud continuously as they solved typical decision-making problems in creating a new venture. Transcriptions were analyzed using methods from cognitive science. Results showed that expert entrepreneurs framed problems in a dramatically different way than MBA students.
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This study examines nascent entrepreneurship by comparing individuals engaged in nascent activities (n=380) with a control group (n=608), after screening a sample from the general population (n=30,427). The study then follows the developmental process of nascent entrepreneurs for 18 months. Bridging and bonding social capital, consisting of both strong and weak ties, was a robust predictor for nascent entrepreneurs, as well as for advancing through the start-up process. With regard to outcomes like first sale or showing a profit, only one aspect of social capital, viz. being a member of a business network, had a statistically significant positive effect. The study supports human capital in predicting entry into nascent entrepreneurship, but only weakly for carrying the start-up process towards successful completion.
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It is suggested that the recognition of new business opportunities often involves pattern recognition--the cognitive process through which individuals identify meaningful patterns in complex arrays of events or trends. Basic research on pattern recognition indicates that cognitive frameworks acquired through experience (e.g., prototypes) play a central role in this process. Such frameworks provide individuals with a basis for noticing connections between seemingly independent events or trends (e.g., advances in technology, shifts in markets, changes in government policies, etc.), and for detecting meaningful patterns in these connections. We propose that ideas for new products or services often emerge from the perception of such patterns. New business opportunities are identified when entrepreneurs, using relevant cognitive frameworks, "connect the dots" between seemingly unrelated events or trends and then detect patterns in these connections suggestive of new products or services. To obtain evidence on these proposals, we compared the "business opportunity" prototypes of novice (first-time) and repeat (experienced) entrepreneurs--their cognitive representations of the essential nature of opportunities. As predicted, the prototypes of experienced entrepreneurs were more clearly defined, richer in content, and more concerned with factors and conditions related to actually starting and running a new venture (e.g., generation of positive cash flow) than the prototypes of novice entrepreneurs. These findings offer support for the view that pattern recognition is a key component of opportunity recognition.
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Creative thought requires planning to support the refinement and successful implementation of new ideas. In this study, 174 people were given training intended to provide more effective strategies for executing two key skills held to be involved in implementation planning-penetration (e.g., identification of key causes) and forecasting. The quality and originality of the plans obtained on a transfer task, involving implementation of a new educational curriculum, were assessed. It was found that training forecasting strategies and penetration strategies proved particularly beneficial for creative people, as defined by scores of divergent thinking tests. The implications of these findings for understanding the role of planning in creative thought are discussed.
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Investigated the effect of improvement of one mental function upon other functions allied to it. Six Ss were tested on a particular function and then trained to enhance another function, after which the first mental function was reevaluated, and its effect in the improvement estimated. Concluded that the senses evaluated could not be generalized or be considered within a narrow perspective. Improvement in any single mental function need not improve the ability in similar functions, it may injure it. Spread of practice occurred only where identical elements were concerned in the influencing and the influenced function. (PsycINFO Database Record (c) 2006 APA, all rights reserved), (C) 1901 by the American Psychological Association
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The distinction between psychology and praxics provides a clear answer to the question of animal cognition. As Griffin and others have noted, the kinds of behavioral phenomena that lead psychologists to speak of cognition in humans are also observed in nonhuman animals, and therefore those who are convinced of the legitimacy of psychology should not hesitate to speak of and to attempt to study animal cognition. The behavior of organisms is also a legitimate subject matter, and praxics, the study of behavior, has led to significant advances in our understanding of the kinds of behaviors that lead psychologists to speak of cognition. Praxics is a biological science; the attempt by students of behavior to appropriate psychology has been misguided. Generativity theory is an example of a formal theory of behavior that has proved useful both in the engineering of intelligent performances in nonhuman animals and in the prediction of intelligent performances in humans.