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International entrepreneurship and marketing research reports the impact of effectual decision-making logic on small and medium-sized enterprises (SMEs) international performance. How the effectual logic of decision-making enhances the overall performance of SMEs in international business-to-business markets remains a puzzle in the field. The purpose of this study is to investigate the concept of networking capability as an important SME capability translating effectual decision-making into international performance.

The authors examine the model presented in this study using quantitative data from 153 founders or managers in charge of international business at SMEs throughout New Zealand. The authors also used 142 open-ended responses to provide post hoc exploratory analysis.

The findings of this study suggest that networking capability is a mechanism through which the logic of decision-making enhances the international performance of SMEs.

This study bridges between international marketing and entrepreneurship by investigating how the networking capability of internationalizing SMEs translates their founders’/managers’ effectual logic into a successful performance in international business-to-business markets.

Effectuation, which articulates the process of entrepreneurial action based on nonpredictive control logic, is receiving extensive scholarly attention. What drives the effectual entrepreneurship is featured with high complexity. However, existing studies ignored the complex driving forces underlying entrepreneurial decision-making. Building on a configurational perspective, the purpose of this study was to examine the combinative effects of environmental uncertainty and entrepreneurs’ means on effectual entrepreneurship.

Drawing on 54 entrepreneurs who are launching new ventures in China, this study adopts a fuzzy-set Qualitative Comparative Analysis (fsQCA) to investigate two sets of antecedent conditions and how they form different combinations for a highly effectual entrepreneurship.

Our findings disclose four highly effectual entrepreneurship paths involving novice–specialist effectual entrepreneurship in a highly uncertain environment, socialite–specialist effectual entrepreneurship in a highly uncertain environment, pure-specialist effectual entrepreneurship and resourceful effectual entrepreneurship, and one path of barefoot noneffectual entrepreneurship in a highly uncertain environment, which reveals the complex nature of environmental uncertainty and entrepreneurs’ means in driving entrepreneurs to adopt effectuation.

Our study makes the following contributions. First, by taking a configurational perspective, we are able to obtain an elaborate view of the combined effects of environmental uncertainty and entrepreneurs’ means on effectual entrepreneurship. Second, we expand prior thinking on the relationship between environmental uncertainty and effectuation. Third, our study offers a more delicate understanding of entrepreneurs’ means in driving effectuation by splitting means into three separate factors.

Extant research has studied how entrepreneurial cognition influences firm international performance but what mechanisms translates entrepreneurial cognition into international performance remains a puzzle in the field. In this paper, the authors utilize effectuation theory to theorize this association.

Using a survey of 164 internationalizing small firms from New Zealand, the authors examined a model of entrepreneurial cognition, action and gaining new knowledge as a framework to explain how effectual control, partnership for new opportunity creation and gaining new knowledge influence small firms' performance.

The authors found that partnership for new opportunity creation, and gaining new knowledge are two important mediation mechanisms in the focal association between effectual control and international performance.

This study is a cross-sectional design. Considering the importance of time in cognition and action, future research should utilize longitudinal research design.

The authors’ findings provide implications for both small firms' managers and policymakers. These findings identify the critical importance of continuous knowledge development in internationalization process. Policymakers can help small firms gain more relevant and timely information about international markets and incorporate them in their decision-making to further develop international opportunities.

The authors contribute to international entrepreneurship research by delineating and verifying the important associations between entrepreneurial cognition, action and gaining new knowledge and their outcomes for firm's international performance. The authors also contribute to effectuation theory by elaborating on effectual control and how this logic leads to the development of new knowledge.

The purpose of this paper is to address the recent calls for an in-depth investigation of the entrepreneurial marketing (EM) practices of small businesses and a further conceptual development of EM under market uncertainty. Drawing on the EM mix (i.e. person, purpose, practices and process), the authors aim to conceptualise EM under market uncertainty through principles of effectual networking.

The authors conducted an in-depth case study of an owner-manager who networks with many different stakeholders to create new markets for wool in the Norwegian wool industry.

Situated within the creative and craft-based industries, the study demonstrates that market uncertainty can be reduced through effectual networking to produce highly beneficial outcomes for small businesses. The findings give rise to a new model of the EM mix under uncertainty, emphasising the role of the owner-manager (i.e. person) and the purpose as the outset and driving force of the EM process. These two elements constitute the initial means in the means-driven EM process and the foundation for subsequent EM practices. The person, purpose and practices interact iteratively, and focal effectual networking principles guide EM practices.

This paper expands and contextualises existing theories on EM under market uncertainty by introducing the effectual networking perspective. This represents a hitherto under-investigated area of research in small business marketing.

This study aims to explore how entrepreneurial firms' networking logics may change under different types of perceived uncertainty. The arrival of new knowledge from the entrepreneurial firm's network may alter the perceived technology and market uncertainty that in turn determines how the firm adopts or combines the two opposing logics of causation and effectuation. Focusing on the roles of external advisors recruited by the firms, the study probes the details of the cyclical process and the mechanism through which networking logics are altered.

In this study the authors conducted a 3-year longitudinal multiple case study of 12 United Kingdom (UK) high-tech start-ups from prefounding to A-round funding with 54 semistructured interviews and meeting observations.

The knowledge of external advisors with distinct experience often reshapes the entrepreneurial firm's perceptions of uncertainty, leading to logics change in network development. The authors identify two types of knowledge brought by external advisors and discover how these can influence three networking logic pathways under different levels of technology and market uncertainty.

The study is one of the first to map the paths of changing logics along with different types of uncertainty in the context of entrepreneurial network development. The study unpacks one of the key mechanisms of networking logic changes: the knowledge and expertise of those advisors recruited by the entrepreneurial firms. The process model of changing logics contributes to the effectuation literature and entrepreneurial network research.

This study aims to investigate the antecedents of the internationalisation strategy i.e., effectuation, causation and bricolage on the international performance of the firm.

In total, the study uses 138 peer-reviewed articles on effectuation, causation, effectual/causal decision-making logics and related issues such as the impact of antecedent factors of international strategy (i.e. effectuation, causation and bricolage) on the international performance of the firm.

Even though the theory of effectuation was formulated in 2001, to a large extent it has still not moved away from the realm of small entrepreneurial firms. The development of effectuation logic has accelerated in recent years, but the bulk of the research still focusses on small entrepreneurial firms rather than on the application of the theory in larger, non-entrepreneurial firms. Furthermore, effectuation theory would benefit from being developed into the realm of psychology and sociology.

This study offers a conceptual model on how effectuation, causation and bricolage influence internationalisation strategy, which, in turn, impacts the international performance of the firm. Furthermore, the study discusses the effectual logic for larger firms. The exponential growth of studies on effectuation during recent years, i.e. 2017 to the first quarter of 2020, shows that researchers have responded to calls by leading authors stating that effectuation theory is a field with great potential for further theoretical developments. This study presents a literature review of the critical issue of the engagement of internationalisation strategies with effectuation, causation, bricolage and the international performance of the firm compared to the earlier literature review for the period 2001–2016 by Matalamäki (2017) and Karami et al. (2019) on effectuation and internationalisation.

The procedures and rules the insurance industry writes in the polices it sells amount to a form of private legislation enforced by the state. Such authority creates a powerful lever for social change, from easing the diffusion to new technologies to slowing climate change. What maintains a sense of fairness in the way insurance firms shape society is an informal but stable network that interconnects them around the globe. A handful of specialist firms occupy key notes in maintaining this network. While these specialists aggressively compete over market share and profits, they also prioritize long-term relationships with their clients and competitors.

The purpose of this paper is to explore the logics that expert entrepreneurs use when faced with a critical incident threat.

Attempts have been made to define “entrepreneurial logic”. This paper is influenced by Sarasvathy’s work on high-performance entrepreneurs, which finds that when faced with uncertainty entrepreneurs employ unconventional logic, and encompasses later research acknowledging social contexts where entrepreneurs operate. A typology of decision-making logics is developed, taking into account the situation of crisis. Seven expert entrepreneurs who faced crisis and, despite this, are still successfully operating businesses were interviewed. The paper develops a critical incidents methodology.

Experienced entrepreneurs were found to tend towards causal logic when “the stakes were high” and the decision may affect the survival of their business. They also weigh up options before acting and tend to seek advice from trusted “others” within their network before or after they have made a decision. A mixture of causal and intuitive logic is evident in decisions dealing with internal business problems.

The decisions that entrepreneurs make shape and define their business and their ability to recover from crisis. If researchers can develop an understanding of how entrepreneurs make decisions – what information they draw upon, what support systems they use and the logic of their decision-making and rationalisation – then this can be used to help structure support.

By exploring decision-making through critical incidents we offer an innovative way to understand context-rich, first-hand experiences and behaviours of entrepreneurs around a focal point.

Effectuation has received increased attention in the field of entrepreneurship. However, previous studies have focused on performance rather than on networking and word-of-mouth (WOM) marketing. Therefore, the purpose of this study is to understand the mediating effect of networking on the relationship between effectuation and WOM marketing.

This study used partial least squares structural equation modeling to investigate the relationship between effectuation and WOM marketing mediated through networking. The research model was assessed using data from a sample of 256 entrepreneurs.

The results reveal that effectuation positively influences WOM marketing, mediated by networking. This study provides new insights into the precursors of WOM marketing and highlights the importance of networking in this process.

The implications of these findings suggest that entrepreneurs should create networking plans that focus on the maintenance and creation of new customers. This plan could be tracked via email, cell phone or online social data to maintain awareness of the failures and successes of the process and for continual improvement.

A vast number of studies have been conducted on effectuation and networking. However, to the best of the authors’ knowledge, no previous study has investigated the influence of these two variables on WOM marketing. Entrepreneurs face long-term sales challenges, and this study proposes that networking could be a solution, thereby increasing WOM marketing sales.

This paper seeks to investigate the role of social capital in facilitating the entry of new business ventures into service networks.

The empirical work is undertaken via case study‐based research, featuring three service businesses, each entering and operating in a different marketplace.

Results show that new service businesses are not necessarily able to draw on existing social capital in order to enter a business network and build relationships with potential customers and suppliers.

Future empirical work should re‐examine the distinctions between the role and nature of social capital for new service businesses.

The paper suggests how the new service entrepreneur might invest personal resources in networking to initiate relationships and build a network of customers and suppliers.

The paper presents the little researched area of networking and relationship initiation as a means of developing social capital for new service businesses.