“…Our primary sources are , which introduced the term effectuation in a major academic journal, and Sarasvathy (2008), a book discussing the primary effectuation concepts, methods and data used to generate the concepts and the pragmatist philosophy argued to underpin effectuation. We also draw on conceptual works that discuss a range of overlapping issues, including the nature of entrepreneurial expertise (Dew et al, 2009a(Dew et al, , 2018Read and Sarasvathy, 2005;Sarasvathy, 2001b); alternative logics of decision-making (Sarasvathy and Dew, 2005a); the distinctive character of effectual reasoning (Dew et al, 2009b;Sarasvathy and Wiltbank, 2010); the creation of new firms and markets (Sarasvathy, , 2004aDew et al, 2011;Dew and Sarasvathy, 2016;Sarasvathy and Dew, 2005b); firm/organisation design (Sarasvathy, 2004b(Sarasvathy, , 2012Sarasvathy et al, 2008); a behavioural theory of the entrepreneurial firm (Dew et al, 2008), and the implications of effectuation concepts for strategic management (Venkataraman and Sarasvathy, 2001), innovation (Dew and Sarasvathy, 2007) and marketing (Read et al, 2009b). Two editions of a textbook illustrate the core concepts using real-life examples (Read et al, 2011(Read et al, , 2017.…”