Balancing effectuation and causation during the new venture creation processes: the uncertainty perspective.
Yi's research lies in the intersection between entrepreneurship and strategy. She will present one of her recent papers on effectuation while encouraging discussion on improving the paper and identifying new research ideas.
Abstract This study draws on effectuation theory to examine changes in perceptual uncertainty and the behavioral logic in new businesses in high-technology markets. Based on longitudinal data from four technology-based ventures, this study combines analytical strategies for process data to inductively examine and theorize how founder teams’ perceptions of uncertainty and entrepreneurial behavioral logic co-evolve during the new venture creation processes. The results indicate that perceptual uncertainty evolves following two sequences, each of which has different implications for entrepreneurial behavioral logic. By combining decision making under uncertainty and effectuation theory, this paper offers implications on the topic of uncertainty and the deployment of practice of entrepreneurial behavioral logics.
Bio Yi Jiang is an Assistant Professor of Entrepreneurship in ESCP Europe. Before joining ESCP Europe, Yi earned her Ph.D. degree in Grenoble Ecole de Management. Yi’s research and teaching interests revolve around challenges founding teams meet during the new venture creation processes, ith particular emphasis on effectuation and attentional allocation mechanism. She is specialized in process study and has worked closely with eight Chinese entrepreneurs over three years on her research projects. She regularly presents her research at leading international conferences, such as Academy of Management (AoM), Babson, etc. During her Ph.D. years, her research has been published in International Journal of Technology Management. Several of her recent research papers are under revise and resubmit and under review in Entrepreneurship Theory and Practice and Journal of Business Venturing. She has been invited as visiting research fellow to RMIT. Yi has taught in areas of Strategic Management, Global Strategy, and Qualitative Research Metho at post-graduate level. In addition, she has seven years of working experience in microelectronic and on-line business sectors in France.