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Understanding Effectuation Theory As an Entrepreneurial Cognitive And University of the Incarnate Word The Athenaeum Theses & Dissertations 5-2020 Understanding Effectuation Theory as an Entrepreneurial Cognitive and Behavioral Process in Firm Creation and Expansion to Create Local, Contextual Knowledge in Morocco Ada Gonzalez University of the Incarnate Word, [email protected] Follow this and additional works at: https://athenaeum.uiw.edu/uiw_etds Part of the Entrepreneurial and Small Business Operations Commons, and the International and Comparative Education Commons Recommended Citation Gonzalez, Ada, "Understanding Effectuation Theory as an Entrepreneurial Cognitive and Behavioral Process in Firm Creation and Expansion to Create Local, Contextual Knowledge in Morocco" (2020). Theses & Dissertations. 376. https://athenaeum.uiw.edu/uiw_etds/376 This Dissertation is brought to you for free and open access by The Athenaeum. It has been accepted for inclusion in Theses & Dissertations by an authorized administrator of The Athenaeum. For more information, please contact [email protected]. UNDERSTANDING EFFECTUATION THEORY AS AN ENTREPRENEURIAL COGNITIVE AND BEHAVIORAL PROCESS IN FIRM CREATION AND EXPANSION TO CREATE LOCAL, CONTEXTUAL KNOWLEDGE IN MOROCCO by ADA ALEXANDRIA GONZÁLEZ A DISSERTATION Presented to the Faculty of the University of the Incarnate Word in partial fulfillment of the requirements for the degree of DOCTOR OF PHILOSOPHY UNIVERSITY OF THE INCARNATE WORD May 2020 ii Copyright by Ada Alexandria González 2020 iii ACKNOWLEDGEMENTS My deepest gratitude to Dr. Alison M. Buck, Dr. Michael Forrest, and my dissertation chair, Dr. Norman St. Clair. Their guidance, direction and inspiration led me through moments of doubt and fatigue. I am thankful for their endless support. I am also indebted to the late Sister Dorothy Ettling, Dr. Osman Ozturgut, and Dr. Kevin Vichcales of University of Incarnate Word for their guidance during my first few years in the program. I appreciate the scholarly contributions of my colleagues Dr. Denise Krohn, Mohsen Omar, Dr. Lisa Uribe, Dr. Teresa Salinas-Dresner, Dr. Ana Maria DelaPortilla, and Dr. Elaine Talarski of the University of the Incarnate Word. I am eternally grateful to the intellectually nurturing environment created by my University of New Mexico professors Dr. Gary Anderson (now at New York University), Dr. Leroy Ortiz (retired), Dr. Luisa Duran of Española, New Mexico (retired), the late Dr. Bernardo Gallegos of Barelas, Albuquerque, New Mexico, and, most recently, Dr. Alfredo Ortiz. I am grateful for my Moroccan and American School family, especially Michelle Forciea, whose unyielding spirit and relentlessness is a true gift and super power. Jim Hasbrouck, Ed Lozano, and members of the expansion team, particularly Aziz El Yazami and Hicham Semmar, were critical to the evolution of the data. I send special “home love” to Maria Lucia Abensur; Nanci Rodrigues; Abdelouahed Mezzour; Najat, Mourad, and Adil Bensellam; Majda; Hafida; Anna Yoo; Simo; and Aziz, the guardian whose radiant smiles and unconditional love made every day a joy! iv Acknowledgments—Continued Ever since I have had rational thought, I have known gratitude for my sister Adrienne Alyzela González. She is my rock: always has been, always will be. She would magically find my socks in a drawer as a child after I’d searched for them in the same spot for 30 minutes. She’d give me half her snack when I dropped mine in the dirt or forgot my dime at home. She taught me how to use a clothes pin to hang towels in the South Texas sun. Hers was the first name I learned to write, after my own. In these last years, she solicited a donor on my behalf that provided a dissertation fellowship, which allowed me to finally accomplish this three-year endeavor. Nani, you are, without a doubt, the wind beneath my wings. When deadlines loomed and times got tough, my resolve grew stronger at the thought that I would not let my three children down. They would love me with or without a doctorate, but they remain the reason I work hard, shine bright, and love deeply. Ali, Asa, and Ani: you belong to me and I belong to you. A big hug to my intrepid partner in life, Michael Chase. Thanks for massaging knots out of my brain and holding me steady as I drew lines in the sand that led me to complete my research. Ada Alexandria González v DEDICATION I dedicate this dissertation journey to my parents, Mr. and Mrs. Adán Amos González of Laredo, Texas. To my Pop, I dedicate the moments of wonder, of not knowing, of venturing out of the country into North Africa to ask questions, drink mint tea, dig my bare feet into the hot sun of the Sahara while I reflected on what I was learning. To my mother, I dedicate the moments of persistence, of knowing I was capable, of demanding my rights, of suppressing my fear so that, in the end, I could show them what I am made of, lift my head high, and make you proud that I am Rodriguez-González. vi UNDERSTANDING EFFECTUATION THEORY AS AN ENTREPRENEURIAL COGNITIVE AND BEHAVIORAL PROCESS IN FIRM CREATION AND EXPANSION TO CREATE LOCAL, CONTEXTUAL KNOWLEDGE IN MOROCCO Ada Alexandria González, Ph.D. University of the Incarnate Word The purpose of this 2-year case study in the Kingdom of Morocco was to understand the entrepreneurial cognitive and behavioral processes expressed in the creation and expansion of a venture by American owners and Moroccan and American team members. The study used an interpretative design and narrative analysis methodology to develop themes. In the first phase of the study, I interviewed the co-founders and associates to learn to what extent the five principles of effectuation theory and other entrepreneurial cognitive processes played a role in the first few years of the school’s creation. In the second phase, I worked in tandem with, observed, and recorded the expansion team’s sessions during the spring months of 2017 to July of 2019. Themes that emerged from the data were persisting and resilience, maneuvering ambiguity, shifting assets, creative and collaborative solutions, and weighing options and developing criteria. The data tell us that cultural context, original aspirations, and social/human/spiritual capital ground the entrepreneurial decision-making experience in Morocco and are entwined with the principles of effectuation. A design plan was generated from the findings to create local, contextualized knowledge for the community of learners in Morocco. It documents creation elements and informs future practice for the purpose of building entrepreneurial expertise. Future research might include the vii mitigating role of spirituality in persistence of entrepreneurship, the virtue of trust in intercultural studies, and the emotional and psychological trauma associated with failure or threats to life-long investments. viii TABLE OF CONTENTS Chapter Page LIST OF TABLES ...................................................................................................................... xiv LIST OF FIGURES ......................................................................................................................xv CHAPTER 1: EFFECTUATION THEORY IN ENTREPRENEURSHIP .....................................1 Context of Study .................................................................................................................1 Statement of the Problem/Research Need ...........................................................................3 Purpose of the Study ...........................................................................................................4 Research Questions ..............................................................................................................5 Theoretical Framework ........................................................................................................5 Overview of Methodology ...................................................................................................6 Research Site ........................................................................................................................9 Setting ...............................................................................................................................15 Significance of Study ........................................................................................................16 CHAPTER 2: REVIEW OF THE LITERATURE ........................................................................17 The Evolution of the Entrepreneur and Innovative Entrepreneurship ...............................17 Effectuation Theory as a Logic of Thinking ......................................................................20 Causal Thinking .................................................................................................................22 Theories for Study .............................................................................................................29 CHAPTER 3: METHOD OF INQUIRY .......................................................................................31 Epistemology of the Study .................................................................................................31 ix Table of Contents—Continued CHAPTER 3: METHOD OF INQUIRY Rationale for Method of Inquiry ........................................................................................32 Methodology ......................................................................................................................33 Case study .............................................................................................................34
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