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This study explores decision-making processes in entrepreneurial marketing (EM) within start-ups, revealing that causal logic predominates while effectual reasoning plays a complementary role. Through interviews with start-up founders, the research identifies key EM dimensions, including customer intensity and value creation, and highlights the interplay between causation and effectuation in shaping marketing strategies. The findings contribute to a deeper understanding of the decision-making behaviors of e

Author

Akshay Nambiar

Language

EN