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Keywords: Effectuation
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2026) 44 (1): 143–165.
Published: 25 August 2025
...Masoud Karami; Mokter Hossain; Omid Hashemi; Nikan Mehrara Purpose Business ties play a key role in small firms’ innovation. However, limited studies have addressed how business ties contribute to radical innovation in small firms. This study investigates the mediating role of effectuation...
Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2024) 42 (1): 168–189.
Published: 15 December 2023
...Masoud Karami; Mokter Hossain Purpose Knowledge of how entrepreneurial alertness (EA) and effectuation impact small firms' performance in uncertain markets is limited. Suggesting effectuation as a mediation mechanism between EA and small firms' performance, the authors explore how entrepreneurs...
