Rising from the depths: rethinking entrepreneurial strategies to overcome crises
DOI:
https://doi.org/10.5585/2025.27062Keywords:
effectuation, strategy, entrepreneurshipAbstract
Objective of this study: This teaching case explores the entrepreneurial strategies of Luciano and Mariza (fictitious names) used in confronting the crisis caused by the sinking of their sailboat Tartaruga (fictitious name), and with it, their tourism business. Students are invited to consider the effectual means available, such as identity, knowledge, and relationship network, to formulate creative and viable solutions to real-world problems.
Methodology/Approach: Using a qualitative-descriptive approach, this study examines the case of entrepreneurs Luciano and Mariza through interviews and documentary analysis.
Originality/Relevance: This study fills a theoretical gap by examining how small entrepreneurs face significant crises and make strategic decisions to sustain their businesses. Its academic relevance lies in its practical application of effectuation theory in a real-world context.
Main Results: the adaptive strategies and decisions made by entrepreneurs in the face of a crisis caused by a shipwreck that offer insight into entrepreneurial resilience and adversity management.
Theoretical/Methodological Contributions: This study expands the understanding of crisis management in small businesses and highlights the importance of resources such as identity, knowledge, and relationship networks in formulating creative solutions to overcome crises.
Social/Management Contributions: These include insights on decision making in uncertain contexts and the need to balance the preservation of business objectives with strategic adaptation to ensure the sustainability and growth of enterprises.
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Copyright (c) 2025 Fabiano Serra Borsatto, Edmilson de Oliveira Lima
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