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Convergence of Local Enterprises with Large Corporations: Bridging Industry 4.0 Functions on Broader Business Canvass Read chapter Read first chapter

2020 | OriginalPaper | Chapter

17. Effectuation and Causation Approaches in Entrepreneurial Marketing: A Set-Theoretical Model

Authors : Pável Reyes-Mercado, Rajeev Verma

Published in: Innovation, Technology, and Market Ecosystems

Publisher: Springer International Publishing

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Abstract

This chapter proposes a set-theoretical model to analyse the interplay between causation and effectuation in entrepreneurial marketing (EM). Existing literature offers approaches oriented to understand venture performance but they are exclusive. This chapter takes an inclusive perspective in which there may be an interplay of causation and effectuation across the critical stages of venture evolution: exploration of opportunities and exploitation of opportunities. The proposed model involves analysing the differences between previous approaches but also considers their intersection. In this way, we contribute by considering that the interplay causation-effectuation as a hybrid path to venture performance. Prospects for testing as well as implications for theory and practice are discussed.

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previous chapter Testing the Moderation Effects on Gartner’s Customer Relationship Management Practices and Customer Acquisition
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Metadata
Title
Effectuation and Causation Approaches in Entrepreneurial Marketing: A Set-Theoretical Model
Authors
Pável Reyes-Mercado
Rajeev Verma
Copyright Year
2020
Publisher
Springer International Publishing
Book
Innovation, Technology, and Market Ecosystems

Print ISBN: 978-3-030-23009-8

Electronic ISBN: 978-3-030-23010-4

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-030-23010-4_17