An Empirical Investigation To Achieve Sustainability Of Enterprise Economic Performance Through The Process Of Effectuation

Abstract

This study aims to ascertain whether effectuation serves as a method for ensuring an
organization's long-term financial survival from the viewpoint of a self-motivated entrepreneur.
The study is quantitative, causal, and cross-sectional in nature. The study focuses on small and
medium-sized enterprises (MSME) in Pakistan. This study's unit of sample is the owner and key
employee who play a critical role in MSMEs. Between June and December 2021, information was
acquired from 306 business owners and professionals in the Islamabad region's MSME and
technology firms using an online questionnaire. Purposive convenience sampling was employed.
The results of all the variables were found to be statistically significant. Practical implications and
future research direction are mentioned below.