Learning is often assumed to be inherent in the entrepreneurship process (Corbett, 2005). Researchers agree that the entrepreneurial learning is experiential in nature (Cope, 2005; Politis, 2005). It has been shown that with experience entrepreneurs are more likely to act effectually and/or adapt their dominant logic to the nature of the task (Dew at al., 2009; Gustavsson, 2004). Acting effectually is thus what makes entrepreneurs entrepreneurial (Sarasvathy, 2001). Therefore, the entrepreneurial learning can be conceptualized as a process of development of effectual logic. To put it simply, effectuation is the outcome of the learning process.

In this process, perceived control motivates individuals to engage in action (Bandura, 2001). The choice of the behavior relies on and is congruent with entrepreneurs’ salient identity. In particular, it has been argued that individuals show prevalence for either professional or managerial identity. However, how these orientations influence the self-regulatory processes and the prevailing decision making logic in the entrepreneurship process has not been researched so far. Thus, the purpose of the paper is to develop a conceptual framework illustrating the factors determining the process of development of effectual logic.