Document Type

Dissertation

Degree Name

Doctor of Philosophy (PhD)

Department

Management

Program Name/Specialization

Marketing

Faculty/School

Lazaridis School of Business and Economics

First Advisor

Dr. Anne Domurath

Advisor Role

Supervisor

Second Advisor

Dr. Nicole Coviello

Advisor Role

Supervisor

Abstract

Effectuation theory offers a valuable lens for understanding entrepreneurial action under uncertainty, yet its role in new product development (NPD) remains underexplored. Two challenges stand out in research at the intersection of effectuation and NPD: (1) a lack of systematic consideration of the role of strategy, and (2) limited insight into how entrepreneurial actions (effectuation and causation) relate to performance over time. This dissertation positions NPD as an entrepreneurial process shaped by the interplay between strategy and action. It comprises two essays that examine how effectual and causal actions in NPD influence performance in young technology firms: one at a configurational level, the other at a temporal level.

The first essay investigates how firms combine strategic orientations (entrepreneurial orientation and market orientation) with effectual and causal NPD actions to drive innovation performance. Using fuzzy-set qualitative comparative analysis on 100 Canadian ventures, five high-performing configurations are identified. While entrepreneurial orientation consistently emerges as a core condition, effectual and causal actions play a more supportive role when combined with other elements in the configuration.

The second essay shifts to a longitudinal perspective. It analyzes a two-year panel of the same firms to examine the dynamic relationship between effectual NPD actions and firm performance, measured by the ability to attract capital (AAC). Using an auto-regressive cross-lagged model, the study finds a reciprocal, time-sensitive relationship between effectuation and AAC, moderated by the firm’s commercialization strategy (CS). Distinct patterns emerge depending on the CS pursued, with complex, time-dependent effects evident in firms adopting Greenfield Competition or Ideas Factory strategies.

Together, this dissertation advances understanding of effectuation in NPD by integrating configurational and temporal perspectives. It demonstrates how strategy and NPD behaviour jointly shape innovation and performance outcomes. By framing effectual and causal actions as interdependent and context-sensitive, it offers insights into how entrepreneurial firms strategically navigate innovation. Theoretical and managerial contributions are discussed throughout, alongside implications for future research.

Convocation Year

2026

Convocation Season

Spring

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