Nosorogche - Theory of Effectuation: Principles of Effectuation theory
Translated title
Nosorogche - Theory of Effectuation
Authors
Drobnjak, Slavoljub ; Hatleskog, Lars Skullestad
Term
4. semester
Education
Publication year
2019
Submitted on
2019-10-01
Pages
64
Abstract
Dette speciale undersøger, hvordan en idé kan blive til en potentiel virksomhed på det danske sportswear-marked ved at anvende Sarasvathys Effectuation-teori. Med Nosorogche som case, et spirende performancebrand inspireret af franske fletninger og næsehornets symbolik, rammesættes et praksisnært forløb, hvor effectual og kausal logik sammenholdes, og effectuation-principperne bruges som procesguide. Teamet, to studerende i Entrepreneurial Engineering og en grafisk designer, går fra observationer af overvejende enkle, mørke træningsoutfits til at designe iøjnefaldende leggings og sports-bher, udvikle visuel identitet og engagere tilgængelige interessenter. Planlagte aktiviteter omfatter kortlægning af startmidler, iterativt design og prototyper i samarbejde med producenter, tidlige testsessioner (bl.a. i Bulgarien med en balletudøver og en styrke- og konditionstræner) samt skitsering af en forretningsmodel. Hovedspørgsmålet er, hvordan effectuation kan støtte venture-skabelse, og i hvilket omfang tilgangen kan bruges til at validere forretningsmodellen, herunder at identificere partnere og investorer for at bevæge sig fra discovery til incubation. Fund præsenteres ikke fuldt i dette uddrag; afhandlingen lægger op til at dokumentere anvendelsen af effectuation, dens nytte og begrænsninger i denne kontekst.
This thesis explores how an idea can become a potential business in the Danish sportswear market by applying Sarasvathy’s Effectuation theory. Using Nosorogche as a case, a fledgling performance apparel brand inspired by French braids and the rhinoceros as symbols of strength and individuality, the study sets up a practice-based process that contrasts effectual and causal logics and adopts effectuation principles as a guide. The team, two entrepreneurial engineering students and a graphic designer, progresses from observing predominantly plain, dark activewear to designing distinctive leggings and sports bras, developing a visual identity, and engaging accessible stakeholders. Planned activities include identifying starting means, iterating designs and prototypes with manufacturers, conducting early test sessions (e.g., in Bulgaria with a ballet student and a strength and conditioning trainer), and outlining a business model. The main question is how effectuation can support venture creation and to what extent the approach can be used to validate the business model, including mapping potential partners and investors to move from discovery to incubation. Findings are not fully presented in this excerpt; the thesis positions itself to document the application of effectuation, its utility, and its limitations in this context.
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