... decision-making logics, including experimentation, affordable loss, flexibility and pre-commitment as components of effectuation, alongside causation and bricolage and their synergistic effects on firm growth. Design/methodology/approach This study uses a multi-phase, discovery-oriented approach...

...Yun Zhang; Zhihong Li; Yongzhong Sha; Kehu Yang As two essential styles of firm decision-making, the relationships among effectuation logic, causation logic and firm performance are unclear. It is helpful to deepen the understanding of reasoning theory and the process of decision-making...

...Phillip McGowan; Chris Simms; David Pickernell; Konstantios Zisakis Purpose The purpose of this paper is to consider the impact of effectuation when used by small suppliers within key account management (KAM) relationships. Design/methodology/approach An exploratory longitudinal case study...

...Phillip McGowan Effectual buying and selling appears to provide a micro firm with the ability to engage with flexible suppliers so as to offer a heterogeneous array of products and services to its customers, thus promoting sales success. Yet, the lack of homogeneity of customer needs and need...