The characteristics of product innovation in emerging economies (EEs) are becoming increasingly well defined. However, the process by which such innovation develops remains poorly understood. EE innovators face a constraint shared with innovators elsewhere: resource scarcity. In response to that challenge, innovators can respond by employing two sets of strategies: causation and effectuation. These strategies may be utilized separately or together and can also be refashioned to fit EE institutional contexts. This paper elaborates this process and asks: how do EE innovators recombine and refashion causal and effectual mechanisms?