AIMS 2017
Buton, A. and Corbel, P. « Apports potentiels de l’effectuation à l’étude de l’avantage du pionnier : une étude de cas », Proceedings of the 26th conference of the AIMS (Association Internationale de Management Stratégique), Lyon, June 2017
Abstract:
We propose a novel approach to the classic problem of the first-mover advantage, based on recent theories of entrepreneurship. By moving away from an implicit logic of decision-making based on classic cause-and-effect models to introduce the concept of effectuation, we arrive at an approach that gives full scope to the pioneer's trial and error. An in-depth case study of one of the pioneers of digital books in France allows us to put forward a number of implications which we believe will enrich the body of knowledge on the pioneer advantage.
In the case of Numilog, while the starting point for the creation of the company can be analysed according to a classic causal logic, its successive related diversifications are better analysed according to an effectuation logic. This is not without consequences, because while the company does indeed have a portfolio of complementary resources and skills that have ensured its survival for 17 years (a very rare case among the pioneers of the digital book industry), this great diversity of businesses operated from a very limited resource base also makes it vulnerable, both strategically (no significant competitive advantage) and financially. This case study also enables us to contribute to the emerging literature on effectuation, in particular by showing that the effectual approach can also emerge after a more traditional causal approach.
Link:
The paper can be downloaded from the AIMS website.