... whether there is a correlation among these aspects in uncertainty scenarios. Design/methodology/approach The research used a mixed approach. First, it utilized a survey-based data collection method in which over 400 Brazilian startups participated, representing diverse demographic and cultural...

... prevalent journal databases. Keywords frequency analysis was carried out to identify the major themes. An inductive thematic analysis was carried out to verify the generated themes. Findings Results show that uncertainty, knowledge, perceived risk, price, experience and involvement are the major themes...