Objective: The objective of this study is to explain how effectuation and its effectual means contribute to the creation of new ventures in lifestyle entrepreneurship.
Methodology: Using an exploratory qualitative multiple-case study method, data were collected through semi-structured interviews and document analysis in five ventures located in the state of São Paulo.
Results: The results highlight the ambiguity and dynamism in the entrepreneurs' identities, prior knowledge, and relationship networks, which are continuously integrated, strengthening the means available for the creation of a lifestyle venture.
Originality and Value: The research contributes to Effectuation theory by deepening the understanding of the dynamic and ambiguous nature of effectual means in the creation of new lifestyle ventures, offering a new perspective on how these means are activated and utilized by entrepreneurs.
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