Entrepreneurial heuristics and opportunity identification: gendered configurations of effectuation and bricolage

Purpose This paper investigates whether gender conditions the configurations of bricolage and effectuation associated with opportunity identification (OI). It advances entrepreneurship theory by revealing gender-specific heuristic combinations in uncertain, resource-constrained settings. Design/methodology/approach Using survey data from 193 platform-based entrepreneurs, we employ fsQCA to identify cognitive logic configurations associated with opportunity identification. To examine gendered variation in these configurations, the sample is divided into men and women, and separate analyses are conducted for each group. Findings The results highlight distinct patterns in the utilization of effectuation and bricolage. Female entrepreneurs tend to rely more on adaptive and flexible strategies, while male entrepreneurs favor a balance of structured logic and resourcefulness. Research limitations/implications First, the fsQCA approach uncovers only logically sufficient configurations, potentially overlooking alternative pathways. Second, the data are restricted to online entrepreneurs in Iran, which might constrain the broader applicability of the findings beyond this context, although similar patterns may be observed in settings with comparable gendered and institutional conditions. Third, the cross-sectional design prevents examination of how heuristic logics undergo change across time. Future longitudinal work can investigate how combinations of effectuation and bricolage co-develop across gender groups and how broader contextual influences – including institutional change and empowerment processes – shape entrepreneurs' reliance on heuristic decision-making logics. Practical implications The findings encourage reconsideration of one-size-fits-all approaches to entrepreneurship support and advocate for policies and training that recognize diverse, gender-sensitive heuristic-based logics in association with opportunity identification. Social implications This study highlights how combining effectuation and bricolage supports opportunity identification among women and men entrepreneurs under uncertainty and resource constraints. The findings can inform inclusive entrepreneurship support initiatives that recognize gendered differences in entrepreneurial decision-making. These initiatives may promote broader participation in platform-based entrepreneurship, particularly in emerging economies. Originality/value Using a gender lens, the study uncovers gender-differentiated configurations of heuristic-based logics associated with opportunity identification.