“…Effectuation facilitates BMI for start-ups. This result confirms there is positive link between BMI and effectuation including experimentation (Brenk et al, 2019), flexibility (Yang, Hughes, & Zhao, 2020) and co-creation of value with stakeholders (Hollebeek et al, 2022;Yi et al, 2022). It also further supports that effectuation is a promising decision logic for advancing BMI for start-ups (Futterer et al, 2018;Harms et al, 2021;Reymen et al, 2017;Zhang, Xiao, et al, 2021).…”