An effectual approach to executing dynamic capabilities under unexpected uncertainty
Mero, J., & Haapio, H. (2022). An effectual approach to executing dynamic capabilities under unexpected uncertainty. Industrial Marketing Management, 107, 82-91. https://doi.org/10.1016/j.indmarman.2022.09.021
Published inIndustrial Marketing Management
DisciplineDigital marketing and CommunicationDigitaalinen liiketoiminta ja talous (painoala)MarkkinointiDigital marketing and CommunicationDigital Business and Economy (focus area)Marketing
© 2022 the Authors
This study investigates how business-to-business (B2B) firms navigate contexts of unexpected uncertainty. Building on the theories of effectuation and dynamic capabilities, the study develops a model that highlights how effectual decision-making logic is manifested in the activities B2B firms employ to sense and seize new opportunities and threats and transform existing business operations. The qualitative data were collected in two phases (before and after the COVID-19 outbreak) and consisted of 24 interviews with 13 B2B firms. The findings demonstrate a strong reliance on managers' effectual decision-making in situations of unexpected uncertainty and provide a set of key activities that help managers to respond to such situations in a rapid and agile manner.
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- Kauppakorkeakoulu 
Additional information about fundingThis work was supported by the Jenny and Antti Wihuri Foundation, Finland.
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