Abstract

Background: The establishment and expansion of small enterprises have been suggested as a remedy for Pakistan's high unemployment and rising levels of poverty. Due to resource limitations, the causality method has had difficulties helping small firms grow. Consequently, it would be wise to look at the emergent effectuation technique. Aim: The purpose of this research sought to ascertain whether a small business owner's use of effectuation and its associated constructs; Bird in hand, creation of future, flexibility, affordable loss, and strategic alliance, would lead to business growth in terms of sales, assets, and employment, as well as whether the industries in which the businesses are situated are moderating factors. Methods: A quantitative analysis of 31 SMEs was performed utilizing a structured questionnaire. Used nonprobability techniques for sampling, SPSS software was utilized to evaluate the data. Pearson correlation and descriptive statistics were used to analyze data. Results: The study discovered statistically significant correlations between effectuation and its subcomponents, affordable loss and strategic alliances shows negative correlation with financial business development. These discovered correlations were not moderated by industry type. The firms presumably adapted to the uncertain and ever-changing environment they operate well by applying experimentation (Bird in hand) and embrace contingencies (lemonade). Statistically significant connections between effectuation and its components with business development were found. Suggestion: This study suggests to combine principles of effectuation and causation for different stages of business cycle in order to survive in the market. Present study proposes that during idea development and introduction stage of business life cycle effectuation principles facilitate in successfully starting the business. While in the growth, maturity and decline stages respectively causal logics serve well. Conclusion: Policymakers, the government, and financial institutions may be informed by this study's conclusions that using the effectuation technique as a tool for small company startups, owner training, funding, and/or assistance is the best alternative