The role of intuition and rationality in the causation-effectuation decision-making puzzle

What is it about?

1. The study examines the balance between gut feelings and strategic analysis in the rapid international growth of small, creative businesses, using a Brazilian company's success story as a case study. 2. It presents effectuation as a key to understanding how entrepreneurs navigate decision-making during international expansion, balancing intuition and rationality, especially when adapting to new market demands and digital distribution challenges.

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