An effectual approach to executing dynamic capabilities under unexpected uncertainty

This study investigates how business-to-business (B2B) firms navigate contexts of unexpected uncertainty. Building on the theories effectuation and dynamic capabilities, develops a model that highlights effectual decision-making logic is manifested in activities B2B employ to sense seize new opportunities threats transform existing business operations. The qualitative data were collected two phases (before after COVID-19 outbreak) consisted 24 interviews with 13 firms. findings demonstrate strong reliance managers' situations uncertainty provide set key help managers respond such rapid agile manner.