Et si l’effectuation ne permettait pas de mieux pivoter en période de crise? Exploration des conduites de PME en contexte de COVID-19

Abstract

Although the health crisis hit SMEs and new companies hard, some of them survived by pivoting. In this study, we analyse the way in which these resilient companies have pivoted in response to this crisis, by focusing on the entrepreneurs’ modes of reasoning (effectuation or causation). To do this, we carried out a multiple-case study. The results of this analysis show that entrepreneurs’ responses to the crisis have varied according to their dominant model of reasoning. Entrepreneurs relying on a causal approach were able to proactively achieve a more complex pivot, while those who were predominantly effectuation-oriented achieved an adaptive pivot without really questioning their model. These results suggest that, in a context of radical ignorance, effectuation allows for a rapid adaptation, but would limit companies’ capacity for strategic renewal.