Responsive to Proactive Market Orientations: Unleashing the Potential of Effectuation-Causation Blending for Business Model Innovation

• Published in: IEEE transactions on engineering management Vol. 71; pp. 14307 - 14325
• Main Authors: Khan, Tariq Habib, Ali, Sumran, Xiaobao, Peng, Zhiying, Liu
• Format: Journal Article
• Language: English
• Published: IEEE 2024
• Subjects: Business; Business model innovation (BMI); causation; Cause effect analysis; Companies; Decision making; Dynamic scheduling; effectuation; Entrepreneurship; Knowledge management; proactive market orientation (PMO); responsive market orientation (RMO)

In this article, we investigate how two types of market orientation, proactive and responsive, affect the ability of technology-based companies to innovate their business models in a rapidly evolving technological landscape. It also examines how two different approaches to decision making, effectuat...