Abstract
This study there is object to evidence the Effectuation logic in business creation by women entrepreneurs in the beauty and aesthetics sector in the municipality of Corumbá MS. To undertake, according to the theory, part of the means available, and the following questions, “who am I?”, “What do I know how to do?” and "who do I know?" qualitative descriptive research was used, a semi-structured questionnaire based on the Effectuation tool. With regard to the process of sampling and use of the sample, the research subjects were business women from the city. A qualitative, non-probabilistic, convenience approach was used to survey this population using the Snowball technique. Based on the content analysis, the use of the Effectuation logic was identified, even if unconsciously, by the participating businesswomen. The research showed the Effectuation logic.
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