Effectual logic in response to the Covid-19 crisis for Moroccan Start-ups: A qualitative study

The aim of this study is to explore and examine how entrepreneurial activities based on effectuation logic can help Moroccan B2B start-ups cope with the uncertainty resulting from the Covid-19 crisis. Using narrative semi-structured interviews with the founders of five Moroccan start-ups, the research gathered in-depth, context-specific information. The findings highlight the significant positive impact of effectual logic principles in managing uncertainty during the Covid-19 crisis. By linking these principles to specific entrepreneurial activities, the study illustrates how effectuation can be practically applied in crisis contexts. The results also reveal that Moroccan start-ups naturally adopt effectuation logic as an instinctive response to uncertainty, underscoring its role in entrepreneurial resilience. These insights contribute to the growing body of literature on crisis management and effectual decision-making.