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Effectuation is receiving growing attention in the entrepreneurship field; however, previous studies have focused on performance rather than networking and word of mouth. This research introduces a novel relationship because most of the past work has identified a relationship between effectuation and networking.

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This page is a summary of: Networking as an entrepreneurial marketing tool: the link between effectuation and word of mouth, Journal of Research in Marketing and Entrepreneurship, December 2022, Emerald, DOI: 10.1108/jrme-08-2020-0112.
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