Marketing Under Uncertainty:The Logic of an Effectual Approach

By Stuart Read, Nicholas Dew, S. Sarasvathy, Michael Song, Robert Wiltbank. 2009

456 citations recorded by the source corpus.

Subfields: General Decision Sciences, Management Science and Operations Research, Safety Research

View Paper: https://www.semanticscholar.org/paper/86a1e12b135277e0c03091fd6d7e7b87629c1965

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Citations in the corpus

Ten years of value cocreation: An integrative review (2016, background): “In parallel, the Service Dominant Logic (SDL) (Lusch and Vargo, 2014a, 2014b; Vargo and Lusch, 2004, 2008) began to focus attention on resource exchanges among actors and how they lead to value cocreation (Maglio and Spohrer, 2008; Read et al., 2009).”
Effectuation and foreign market entry of entrepreneurial firms (2015, methodology): “We combine internationalization process theories (Johanson and Mattsson, 1988; Johanson and Vahlne 1977, 2009) and effectuation approach (Sarasvathy, 2001; Read et al., 2009) to form our conceptual framework to study decision-making under uncertainty.”
A holistic market conceptualization (2015, methodology): “The effectual logic (Read et al. 2009; Sarasvathy and Dew 2005; Sarasvathy 2008) draws on Simon’s (1981) idea of artifact seen as “a boundary (interface) between an inner environment and an outer one” (Sarasvathy 2008, p.”
Perceived uncertainty and behavioral logic: Temporality and unanticipated consequences in the new venture creation process (2019, background): “dimensions: relationship between goals and means, reaction to contingencies, feedback to external actors, and resource management (e.g., Brettel, Mauer, Engelen, and Küpper, 2012; Chandler, DeTienne, McKelvie, and Mumford, 2011; Fisher, 2012; Read et al., 2009; Sarasvathy, 2001).”
Innovation for Inclusive Business: Intrapreneurial Bricolage in Multinational Corporations (2012, background): “Rather than rationally conceptualized business development processes, intrapreneurial bricolage is concerned with heuristic business activity (cf. Keil et al., 2008; Miner et al., 2001; Read et al., 2009; Sarasvathy, 2008).”
The digital entrepreneurial ecosystem (2017, unknown): “…who focus on customers have for quite some time viewed users as co-creators in the product development process, in the service-dominant marketing process (Vargo and Lusch 2004, 2008), service ecosystems (Lusch and Nambisan 2015), and the entre-preneurial marketing context (Read et al. 2009).”
Understanding dynamics of strategic decision-making in venture creation : a process study of effectuation and causation (2015, background): “Effectual and causal decision-making over time Prior research on effectuation and causation has investigated the degree to which these logics are used, both in experimental studies (e.g., Sarasvathy, 2008; Dew et al., 2009; Read et al., 2009a), single shot surveys (e.”
Markets as configurations (2011, background): “In a similar vein, Read et al. (2009) argues that in the traditional rational “text book” view opportunities are precursors of strategy: i.”
Market innovation processes: Balancing stability and change (2015, background): “More recently, Read et al. (2009) made a similar point in their discussion of how serial entrepreneurs act according to an effectual (rather than a predictive) logic, embracing the endogenous and open-ended character of markets.”
Service Innovation: A Service-Dominant Logic Perspective (2015, background): “These actors begin by knowing who they are, what they know, and whom they know, and this allows them to decide what they can do in the unpredictable and constrained world they experience (Read et al. 2009; Sarasvathy 2008).”
Affordable loss: behavioral economic aspects of the plunge decision (2009, background): “Dew et al. (2009) delineate the differences between novices and experts in the use of the logic overall, and Read et al. (2009) investigate applications to marketing decisions with additional data from experienced managers.”