期刊
INDUSTRIAL MARKETING MANAGEMENT
卷 107, 期 -, 页码 82-91出版社
ELSEVIER SCIENCE INC
DOI: 10.1016/j.indmarman.2022.09.021
关键词
Decision-making; Dynamic capabilities; Effectuation; Organizational agility; Uncertainty
资金
- Jenny and Antti Wihuri Foundation, Finland
This study investigates how B2B firms navigate unexpected uncertainty and highlights the importance of managers' effectual decision-making and a set of key activities in such situations.
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 oppor-tunities 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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