Purpose – This paper aims to investigate how effectuation and causation logic influences portfolio formation among entrepreneurs. Design/methodology/approach – The methodology used was a case study with 15 participants. Findings – There is evidence of effectuation reasoning during the...

Purpose – The purpose of this paper is to consider marketing and its relevance to entrepreneurs and small to medium‐sized enterprises (SMEs), and how entrepreneurs and SMEs owner/managers adapt and use marketing for their specific requirements during the life of an enterprise. Initially, the...