Effectuation and Entrepreneurial Branding by Yanto Chandra
Approx. 1,490 words.
Published on February 27, 2010.
This e-book provides a brief summary of the role of effectual logic in the creation of brands for non-existent entrepreneurial venture. It argues that when markets do not exist, the technology of foolishness, which is the inverse of the logic used in marketing and strategy, might offer a virtue rather than a weakness in helping entrepreneurs make effective branding decisions.