Research on effectuation as an approach to decision making under uncertainty has increased steadily in recent years (e.g. McKelvie et al., 2013; Read et al., 2009; Wiltbank et al., 2009). Although the effectual approach is appealing as it offers hands-on principles to handle situations characterized by uncertainty, researchers still have limited knowledge as to when and how effectuation may constitute a superior option for decision making. This paper adds to the literature on effectuation by examining two specific issues. First, I examine the choice of using effectuation or causation under differing levels of uncertainty. Second, I examine the usefulness of effectuation by studying its impact on important outcomes, such as innovation and financial performance.
"IS WHAT IS GOOD FOR THE GOOSE ALSO GOOD FOR THE GANDER? EXAMINING THE DIFFERENTIAL OUTCOMES OF EFFECTUATION (SUMMARY),"
Frontiers of Entrepreneurship Research: Vol. 34
, Article 10.
Available at: http://digitalknowledge.babson.edu/fer/vol34/iss16/10