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Insights into the Effectuation Entrepreneurial Approach of Small Artisan Entrepreneurs in Thailand.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Insights into the Effectuation Entrepreneurial Approach of Small Artisan Entrepreneurs in Thailand./
作者:	Supamontri, Kittipoom.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2022,
面頁冊數:	105 p.
附註:	Source: Dissertations Abstracts International, Volume: 83-11, Section: A.
Contained By:	Dissertations Abstracts International83-11A.
標題:	Collaboration. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=29102539
ISBN:	9798426884564

Insights into the Effectuation Entrepreneurial Approach of Small Artisan Entrepreneurs in Thailand.
Supamontri, Kittipoom.

Insights into the Effectuation Entrepreneurial Approach of Small Artisan Entrepreneurs in Thailand. - Ann Arbor : ProQuest Dissertations & Theses, 2022 - 105 p.

Source: Dissertations Abstracts International, Volume: 83-11, Section: A.

Thesis (Ph.D.)--Lancaster University (United Kingdom), 2022.

This item must not be sold to any third party vendors.

Before I decided to pursue a doctoral degree, I was a professional marketing consultant. As a professional marketer, I used marketing knowledge, frameworks and analytical tools to help toptier corporations devise their best marketing plans. In most cases, knowledge and sophisticated tools from widely adopted textbooks, such as Kotler (on marketing management), were very helpful. At that time, every client understood all my advice on business plans. Also, top-tier clients naturally believed in investing in resources and time to conduct formal research and prepare a business strategy. It may take up to £100,000 to do so. I felt that clients and I shared the same mindset. Thus, that time was such a joy, working with market leaders and top-tier clients, and using advanced marketing knowledge to build up hundred-page business plans for them.However, the problem was that, one day, I met an artist, a small entrepreneur who was an independent artisan and came to a consultation session where I was the advisor. Surprisingly, even though she had established her business a number of years earlier, she mentioned that she had never had any kind of business plan and refused to write one. She explained that she started a new business in the craft market by herself, and no one had any information or sales projections concerning how many of her new products would sell and at what price. She had no budget to spend on any formal research activities. Instead of having official business partners, she used her friend's backyard as a trial space and resource to build up a small studio to sell her products. A formal framework in marketing such as STP, i.e. segmentation, targeting and positioning, could not be applied to her way of doing a business, as no historical data and resources were available to her. She did not have any long-term goals or return on investment target; the focus was only on today. I struggled to give her advice. I realized that there should be another way to explain how people like her can build up a business. I realised that the applicability of the formal marketing plans found in textbooks, as I know, may have their limits.The real case of this artisan entrepreneur made me interested in effectuation theory, because the effectuation logic used by many entrepreneurs is not about having pre-defined goals and finding the resources to achieve them, nor creating a plan before starting the business. Instead, it starts with the means of entrepreneurs: who am I? what do I know? how much can I afford to lose and whom do I know, to determine what to do next (Sarasvathy, 2001a). In the aforementioned case, the entrepreneur focuses on short-term actions that she can take immediately, and adapt to feedback, rather than evaluating business potential by relying on market information. She is more concerned about what she can bear to lose, such as personal savings, rather than thinking about sales projections of and borrowing from financial institutions. Therefore, this thesis is about the underlying logic of small entrepreneurs and how it influences their perceptions, actions and performance. The research context of this thesis is small entrepreneurs taking an entrepreneurial approach and their performance.In the next section, I will present the general concept of entrepreneurial logic. Then, I briefly explain the concept of effectuation theory as the theoretical foundation applied in this thesis to examine how the underlying logic influences perceptions, actions and performance. 2 Next, I outline the importance of effectuation research as an emerging theory in relation to other relevant concepts. In the last section, I present the objectives of the thesis, followed by an outline of it.

ISBN: 9798426884564Subjects--Topical Terms:

3556296
Collaboration.

Insights into the Effectuation Entrepreneurial Approach of Small Artisan Entrepreneurs in Thailand.
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