Mapping Structural Links from Effectual and Causal Logics to Entrepreneurial Practices: Evidence from Incubator Experts in Sfax, Tunisia

Abstract

Effective entrepreneurial practices are crucial for early-stage startup development, yet the influence of cognitive logics (effectuation and causation) on actionable entrepreneurial marketing (EM) remains underexplored in emerging economies like Tunisia. This study examines the structural and causal links between these logics and EM using a new integrated ISM–MICMAC approach. Six academic experts are judiciously selected from Sfax incubators provided context-specific information under conditions of resource scarcity and uncertainty. The analysis identifies seven causal effect chains, consolidated into three meta-chains: (1) effectual strategic logic driving value creation, (2) hybrid effectual–causal reasoning shaping opportunity-focused marketing, and (3) partnership-driven innovation and market engagement. The findings offer practical guidance on iterative experimentation, lightweight strategic planning, proactive networking, and early customer engagement, supporting founders, incubators, and policymakers in improving resilience, opportunity recognition, and growth under uncertainty.