The theory of effectuation (Sarasvathy, 2001) was developed based on the study of expert entrepreneurs, where expert entrepreneurs are described as drawing upon their learned experience to effective use effectuation. However, scholars have limited understanding of how effectual logic is actually developed through experience and learning. Consequently, there have been numerous and repeated calls for more in-depth examination of these antecedents to effectual behavior (e.g. Arend, Sarooghi & Burkemper, 2015; Perry, Chandler, & Markova, 2012).

In this study, we seek to understand how certain critical experiences faced by entrepreneurs during the startup process lead to learning, and subsequently how that changes entrepreneurial behavior. The main purpose of the study is to gain better understanding of how experiences and entrepreneurial learning contribute to the development of effectual and causational logics.