Purpose - This study provides an updated understanding of effectuation in the new tech start up era of social commerce; specifically, it answered two questions: (1) How does a social commerce startup entrepreneur make decisions? (2) Why is it successful so far? Importance - It aims to contribute to the academic research on social commerce startup education. Methodology - Using a single case in-depth study, followed closely by the theory of effectuation in comparison with causation, to determine the behaviors of the observed. Limitation - The analysis provides detailed insight into these perspectives and suggestions for future research. Further studies on startup companies backed up with different sources and examinations on several startups together over a longer period of time are recommended to draw comparisons. Keywords - Effectuation in Entrepreneurship, tech startups, social media, social commerce, Berlin
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:kth-143811 |
| Date | January 2014 |
| Creators | Liu, Qian |
| Publisher | KTH, Fastigheter och byggande |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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