Abstract This article explains #effectuation theory in plain language while keeping the structure and rigor expected of a scholarly review. Effectuation describes how experienced founders begin not with a fixed goal but with the #means already in their hands — who they are, what they know, and whom they know — and then shape #opportunity through small, repeated action. The article has two aims. The first is teaching: students often meet entrepreneurship as a tidy sequence of

Abstract This article explains Entrepreneurial Orientation (EO) in plain language for students while keeping the structure and rigour of a peer-reviewed journal paper. EO describes the strategic posture a firm takes when it leans towards #innovation, accepts #risk_taking, and acts with #proactiveness ahead of rivals. The paper has three aims. First, it defines EO and its core dimensions so that newcomers can follow the idea without a heavy background in management theory. Sec