Combining entrepreneurial methods to envision a startup future

This doctoral thesis, titled "Combining Entrepreneurial Methods to Envision a Startup Future," investigates the application of entrepreneurial methods, specifically Design Thinking and Effectuation, in the context of startup development. The research aims to explore how the integration/combined use of these two entrepreneurial methods can guide startups in envisioning their future, thus navigating uncertainty, identifying opportunities, and developing sustainable business models. The research setting of the study is the startup u-ant srl that after its initial high success, needed to envision its future exploring new business applications and searching new market opportunities. In order to pursue the stated research objective, a longitudinal qualitative approach and, in particular an Analytic Autoethnography approach has been adopted since it makes it possible to address the challenge of the PhD candidate being both actor (CEO of u-ant) and observer in the research context. Results show the evolution of u-ant across various episodes, revealing the use of a flexible and adaptive approach in combining the two investigated methods that at the end allow u-ant to figure out its future. The interplay of both methods characterizes the episodes’ evolution, pushing pivoting when necessary, refining strategic direction and killing the idea/project when no future was envisageable. The thesis results offer insights on how startups can envision the future through a dual approach of Effectuation and Design Thinking, blending conceptual and academic insights with practical application