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Understanding Effectuation Theory As An Entrepreneurial Cognitive And Behavioral Process In Firm Creation And Expansion To Create Local, Contextual Knowledge In Morocco, Ada Gonzalez
Theses & Dissertations
The purpose of this 2-year case study in the Kingdom of Morocco was to understand the entrepreneurial cognitive and behavioral processes expressed in the creation and expansion of a venture by American owners and Moroccan and American team members. The study used an interpretative design and narrative analysis methodology to develop themes. In the first phase of the study, I interviewed the co-founders and associates to learn to what extent the five principles of effectuation theory and other entrepreneurial cognitive processes played a role in the first few years of the school’s creation. In the second phase, I worked in …