Deepening the Dialogue New Directions for the Evolution of Effectuation Theory
Arend, Sarooghi, and Burkemper (hereafter, "ASB" evaluate effectuation theory by applying a "3E" framework that they position as comprehensive and broadly applicable to business theory (2015: 11) In their dialogue response to ASB, Read, Sarasvathy, Dew, and Wiltbank (2016) argue that the 3E framework is, in fact, inapplicable to effectuation theory because it embodies positivist criteria inappropriate for effectuation's pragmatist stance. We start from the premise that theory development is an evolutionary process, an observation that fuels our approach to assessing how effectuation theory might be advanced. Highlighting the pragmatist roots of effectuation theory, we suggest that effectuation research has thus far emphasized one aspect of pragmatism creativity while a second aspect of pragmatism habit has been underexplored. We also highlight the limited attention directed to date beyond the level of the individual. Based on these observations, we outline possibilities for new directions for developing effectuation theory.