DANCING WITH AI: TOWARD A FRAMEWORK FOR UNDERSTANDING HOW EMERGING MARKET ENTREPRENEURS INTEGRATE GENERATIVE ARTIFICIAL INTELLIGENCE WITH EFFECTUAL DECISION-MAKING
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Abstract
Drawing on effectuation theory, this study examines how resource-constrained entrepreneurs in emerging markets reconcile the analytical capabilities of Generative Artificial Intelligence (GenAI) with relationship-based effectual decision-making under high uncertainty. It aims to resolve the tension between algorithmic efficiency and human-centric logic in non-Western contexts. Adopting an abductive multiple case study design, we conducted in-depth semi-structured interviews with twelve Moroccan entrepreneurs (N=12) engaged in international expansion across three distinct sectors: agri-business, traditional crafts, and sports technology. Data analysis followed a hierarchical coding process to identify cross-case patterns of integration and resistance. Findings reveal a Decision-Type Integration Hierarchy (DTIH) where entrepreneurs delegate analytical tasks to AI to operationalize affordable loss while strictly retaining human control over trust-intensive decisions. We document Crisis Reversion (CR), a novel phenomenon where entrepreneurs abandon algorithmic tools during supply chain shocks, reverting to human effectual networks. Furthermore, cultural authenticity acts as a strict boundary condition limiting AI adoption in high-touch sectors. This research extends effectuation theory by demonstrating how GenAI functions as a mechanism for Cognitive Expansion rather than substitution. It contributes a preliminary framework for AI-Enabled Effectuation challenging linear adoption models by highlighting the temporal fragility of AI reliance during crises.
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Keywords
Generative Artificial IntelligenceEffectuation TheoryEmerging MarketsCrisis ReversionCognitive ExpansionSME Internationalization
References
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o Blanco-González-Tejero, C., Ribeiro-Navarrete, B., Cano-Marin, E., & McDowell, W. C. (2023). A systematic literature review on the role of artificial intelligence in entrepreneurial activity. International Journal on Semantic Web and Information Systems, 19(1), 1–16. https://doi.org/10.4018/IJSWIS.318448
o Boateng, S. L., Penu, O. K. A., Budu, J., Boateng, R., Marfo, J. S., Anning-Dorson, T., & Broni, F. E. Jr. (2024). Mapping the research on artificial intelligence and entrepreneurship. International Journal of E-Entrepreneurship and Innovation, 14, 1–24. https://doi.org/10.4018/IJEEI.343790
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o Giuggioli, G., & Pellegrini, M. M. (2023). Artificial intelligence as an enabler for entrepreneurs: A systematic literature review and an agenda for future research. International Journal of Entrepreneurial Behavior & Research, 29(4), 816–837. https://doi.org/10.1108/IJEBR-05-2021-0426
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o Guest, G., Bunce, A., & Johnson, L. (2006). How many interviews are enough? An experiment with data saturation and variability. Field Methods, 18(1), 59–82. https://doi.org/10.1177/1525822X05279903
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o Joshi, S. (2025). The role of artificial intelligence in strategic decision-making: A comprehensive review. Preprints. https://doi.org/10.20944/preprints202505.0047.v1
o Kalinic, I., Sarasvathy, S. D., & Forza, C. (2014). ‘Expect the unexpected’: Implications of effectual logic on the internationalization process. International Business Review, 23(3), 635–647. https://doi.org/10.1016/j.ibusrev.2013.11.004
o King, N. (2012). Doing template analysis. In G. Symon & C. Cassell (Eds.), Qualitative organizational research: Core methods and current challenges (pp. 426–450). Sage. https://doi.org/10.4135/9781526435620.n24
o Kovács, G., & Spens, K. M. (2005). Abductive reasoning in logistics research. International Journal of Physical Distribution & Logistics Management, 35(2), 132–144. https://doi.org/10.1108/09600030510590318
o Kraus, M., Feuerriegel, S., & Oztekin, A. (2020). Deep learning in business analytics and operations research: Models, applications and managerial implications. European Journal of Operational Research, 281(3), 628–641. https://doi.org/10.1016/j.ejor.2019.09.018
o Kwanya, T., Dignum, V., Borokini, F., Okolo, C., Obaido, G., Ruttkamp-Bloem, E., Ogoh, G., Stahl, B., Eke, D., Wakunuma, K., & Akintoye, S. (2023). Responsible AI in Africa. https://doi.org/10.1007/978-3-031-08215-3
o Le Dinh, T., Vu, M.-C., & Tran, G. T. C. (2025). Artificial intelligence in SMEs: Enhancing business functions through technologies and applications. Information, 16(5). https://doi.org/10.3390/info16050415
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o Lv, Z., Wang, N., Ma, X., Sun, Y., Meng, Y., & Tian, Y. (2022). Evaluation standards of intelligent technology based on financial alternative data. Journal of Innovation & Knowledge, 7(4), 100229. https://doi.org/10.1007/s40497-024-00385-5
o Matalamäki, M. J. (2017). Effectuation, an emerging theory of entrepreneurship–towards a mature stage of the development. Journal of Small Business and Enterprise Development, 24(4), 928–949. https://doi.org/10.1108/JSBED-02-2017-0030
o MFM (Director). (2025, July 6). Emission décryptage «MFM Radio» du 6 juillet 2025. Invité Spécial, Mme. La Ministre de la Transition Numérique et de la Réforme de l’Administration [Broadcast]. YouTube. https://www.youtube.com/watch?v=tcc8bmcQCCs
o Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook, 2nd ed (pp. xiv, 338). Sage Publications, Inc.
o Paul, J., & Rosado-Serrano, A. (2019). Gradual internationalization vs born-global/international new venture models: A review and research agenda. International Marketing Review, 36(6), 830–858. https://doi.org/10.1108/IMR-10-2018-0280*
o Rajaram, K., & Tinguely, P. N. (2024). GenAI in small and medium enterprises: Navigating its promises and challenges (SSRN Scholarly Paper No. 4867904). Social Science Research Network. https://doi.org/10.2139/ssrn.4867904
o Rahimi, S., & Khatooni, M. (2024). Saturation in qualitative research: An evolutionary concept analysis. International Journal of Nursing Studies Advances, 6, 100174. https://doi.org/10.1016/j.ijnsa.2024.100174
o Ruzzier, M., Hisrich, R. D., & Antoncic, B. (2006). SME internationalization research: Past, present, and future. Journal of Small Business and Enterprise Development, 13(4), 476–497. https://doi.org/10.1108/14626000610705705
o Al-Mamary, Y. H. (2025). The transformative power of artificial intelligence in entrepreneurship: Exploring AI’s capabilities for the success of entrepreneurial ventures. Future Business Journal, 11(1), 1–25. https://doi.org/10.1186/s43093-025-00533-7
o Sarasvathy, S. D. (2001). Causation and effectuation: Toward a theoretical shift from economic inevitability to entrepreneurial contingency. Academy of Management Review, 26(2), 243–263. https://doi.org/10.5465/AMR.2001.4378020
o Sarasvathy, S. D. (2008). Effectuation: Elements of entrepreneurial expertise. Edward Elgar Publishing. https://doi.org/10.4337/9781848440197
o Sarasvathy, S., & Dew, N. (2008). Effectuation and over–trust: Debating Goel and Karri. Entrepreneurship Theory and Practice, 32(4), 727–737. https://doi.org/10.1111/j.1540-6520.2008.00250.x
o Simon, H. A. (1957). Models of man: Social and rational. Wiley.
o Simon, H. A. (1991). Bounded rationality and organizational learning. Organization Science, 2(1), 125–134. https://doi.org/10.1287/orsc.2.1.125
o Simon, H. A. (1993). Strategy and organizational evolution. Strategic Management Journal, 14(S2), 131–142. https://doi.org/10.1002/smj.4250141011
o Stake, R. E. (1995). The art of case study research. Sage.
o Timmermans, S., & Tavory, I. (2012). Theory construction in qualitative research: From grounded theory to abductive analysis. Sociological Theory, 30(3), 167–186. https://doi.org/10.1177/0735275112457914
o Vahlne, J.-E., & Johanson, J. (2017). From internationalization to evolution: The Uppsala model at 40 years. Journal of International Business Studies, 48(9), 1087–1102. https://doi.org/10.1057/s41267-017-0107-7
o Yin, R. K. (1994). Case study research: Design and methods (2nd ed.). Sage.
o Yin, R. K. (2003). Case study research: Design and methods (3rd ed.). Sage.
o Yin, R. K. (2014). Case study research: Design and methods (5th ed.). Sage.
o Ahmed, R., Aureejo, A. H., Khan, M. J., Syed, M. I., Mateen, A., & Hussain, A. (2025). Artificial intelligence and entrepreneurial success: Exploring innovation capability and digital literacy as dynamic enablers of performance. Journal of Asian Development Studies, 14(3), 1257–1271. https://doi.org/10.62345/jads.2025.14.3.102
o Arakpogun, E., Elsahn, Z., Olan, F., & Elsahn, F. (2021). Artificial intelligence in Africa: Challenges and opportunities. In Responsible AI in Africa (pp. 375–388). https://doi.org/10.1007/978-3-030-62796-6_22
o Benmamoun, M. (2024). GenAI in international business research: A guide to ethical and responsible application. Thunderbird International Business Review, 67. https://doi.org/10.1002/tie.22415
o Blanco-González-Tejero, C., Ribeiro-Navarrete, B., Cano-Marin, E., & McDowell, W. C. (2023). A systematic literature review on the role of artificial intelligence in entrepreneurial activity. International Journal on Semantic Web and Information Systems, 19(1), 1–16. https://doi.org/10.4018/IJSWIS.318448
o Boateng, S. L., Penu, O. K. A., Budu, J., Boateng, R., Marfo, J. S., Anning-Dorson, T., & Broni, F. E. Jr. (2024). Mapping the research on artificial intelligence and entrepreneurship. International Journal of E-Entrepreneurship and Innovation, 14, 1–24. https://doi.org/10.4018/IJEEI.343790
o Bughin, J. (2023). Are you resilient? Machine learning prediction of corporate rebound out of the Covid-19 pandemic. Managerial and Decision Economics, 44(3), 1547–1564. https://doi.org/10.1002/mde.3764
o Cavazza, A., Dal Mas, F., Paoloni, P., & Manzo, M. (2023). Artificial intelligence and new business models in agriculture: A structured literature review and future research agenda. British Food Journal, 125(13), 436–461. https://doi.org/10.1108/BFJ-02-2023-0132
o Chandler, G. N., DeTienne, D. R., McKelvie, A., & Mumford, T. V. (2011). Causation and effectuation processes: A validation study. Journal of Business Venturing, 26(3), 375–390. https://doi.org/10.1016/j.jbusvent.2009.10.006
o Dew, N., Read, S., Sarasvathy, S. D., & Wiltbank, R. (2009). Effectual versus predictive logics in entrepreneurial decision-making: Differences between experts and novices. Journal of Business Venturing, 24(4), 287–309. https://doi.org/10.1016/j.jbusvent.2008.02.002
o Dubois, A., & Gadde, L.-E. (2002). Systematic combining: An abductive approach to case research. Journal of Business Research, 55(7), 553–560. https://doi.org/10.1016/S0148-2963(00)00195-8
o Eisenhardt, K. M. (1989). Building theories from case study research. Academy of Management Review, 14(4), 532–550. https://doi.org/10.2307/258557
o Eisenhardt, K. M., & Graebner, M. E. (2007). Theory building from cases: Opportunities and challenges. Academy of Management Journal, 50(1), 25–32. https://doi.org/10.5465/amj.2007.24160888
o El Arabi, H., & Yahyaoui, N. (2025). The challenges and opportunities of artificial intelligence for entrepreneurs: Case study of the Rabat-Salé-Kénitra region. Theoretical and Practical Research in Economic Fields, 16(1), 115. https://doi.org/10.14505/tpref.v16.1(33).10
o El Guili, H. E., Alami, Y., & Idrissi, I. E. (2023). Contribution des propriétaires-dirigeants à la performance à l’export des PME: Cas des PME exportatrices marocaines. Moroccan Business Review Research, 2(3). https://doi.org/10.34874/PRSM.mb2r-vol2iss3.47375
o Fisher, G. (2012). Effectuation, causation, and bricolage: A behavioral comparison of emerging theories in entrepreneurship research. Entrepreneurship Theory and Practice, 36(5), 1019–1051. https://doi.org/10.1111/j.1540-6520.2012.00537.x
o Galkina, T., & Chetty, S. (2015). Effectuation and networking of internationalizing SMEs. Management International Review, 55(5), 647–676. https://doi.org/10.1007/s11575-015-0251-x
o Gieselmann, M., Erdsiek, D., Rost, V., & Sassenberg, K. (2025). Do managers accept artificial intelligence? Insights into the role of business area and AI functionality. Journal of Economic Psychology, 108, 102804. https://doi.org/10.1016/j.joep.2025.102804
o Giuggioli, G., & Pellegrini, M. M. (2023). Artificial intelligence as an enabler for entrepreneurs: A systematic literature review and an agenda for future research. International Journal of Entrepreneurial Behavior & Research, 29(4), 816–837. https://doi.org/10.1108/IJEBR-05-2021-0426
o Glebova, E., Madsen, D. Ø., Mihal’ová, P., Géczi, G., Mittelman, A., & Jorgič, B. (2024). Artificial intelligence development and dissemination impact on the sports industry labor market. Frontiers in Sports and Active Living, 6, 1363892. https://doi.org/10.3389/fspor.2024.1363892
o Guest, G., Bunce, A., & Johnson, L. (2006). How many interviews are enough? An experiment with data saturation and variability. Field Methods, 18(1), 59–82. https://doi.org/10.1177/1525822X05279903
o Huang, M.-H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49(1), 30–50. https://doi.org/10.1007/s11747-020-00749-9
o Johanson, J., & Vahlne, J.-E. (1977). The internationalization process of the firm—A model of knowledge development and increasing foreign market commitments. Journal of International Business Studies, 8(1), 23–32. https://doi.org/10.1057/palgrave.jibs.8490676
o Johanson, J., & Vahlne, J.-E. (2009). The Uppsala internationalization process model revisited: From liability of foreignness to liability of outsidership. Journal of International Business Studies, 40(9), 1411–1431. https://doi.org/10.1057/jibs.2009.24
o Joshi, S. (2025). The role of artificial intelligence in strategic decision-making: A comprehensive review. Preprints. https://doi.org/10.20944/preprints202505.0047.v1
o Kalinic, I., Sarasvathy, S. D., & Forza, C. (2014). ‘Expect the unexpected’: Implications of effectual logic on the internationalization process. International Business Review, 23(3), 635–647. https://doi.org/10.1016/j.ibusrev.2013.11.004
o King, N. (2012). Doing template analysis. In G. Symon & C. Cassell (Eds.), Qualitative organizational research: Core methods and current challenges (pp. 426–450). Sage. https://doi.org/10.4135/9781526435620.n24
o Kovács, G., & Spens, K. M. (2005). Abductive reasoning in logistics research. International Journal of Physical Distribution & Logistics Management, 35(2), 132–144. https://doi.org/10.1108/09600030510590318
o Kraus, M., Feuerriegel, S., & Oztekin, A. (2020). Deep learning in business analytics and operations research: Models, applications and managerial implications. European Journal of Operational Research, 281(3), 628–641. https://doi.org/10.1016/j.ejor.2019.09.018
o Kwanya, T., Dignum, V., Borokini, F., Okolo, C., Obaido, G., Ruttkamp-Bloem, E., Ogoh, G., Stahl, B., Eke, D., Wakunuma, K., & Akintoye, S. (2023). Responsible AI in Africa. https://doi.org/10.1007/978-3-031-08215-3
o Le Dinh, T., Vu, M.-C., & Tran, G. T. C. (2025). Artificial intelligence in SMEs: Enhancing business functions through technologies and applications. Information, 16(5). https://doi.org/10.3390/info16050415
o Lee, T. W., Mitchell, T. R., & Sablynski, C. J. (1999). Qualitative research in organizational and vocational psychology, 1979–1999. Journal of Vocational Behavior, 55(2), 161–187. https://doi.org/10.1006/jvbe.1999.1707
o Lv, Z., Wang, N., Ma, X., Sun, Y., Meng, Y., & Tian, Y. (2022). Evaluation standards of intelligent technology based on financial alternative data. Journal of Innovation & Knowledge, 7(4), 100229. https://doi.org/10.1007/s40497-024-00385-5
o Matalamäki, M. J. (2017). Effectuation, an emerging theory of entrepreneurship–towards a mature stage of the development. Journal of Small Business and Enterprise Development, 24(4), 928–949. https://doi.org/10.1108/JSBED-02-2017-0030
o MFM (Director). (2025, July 6). Emission décryptage «MFM Radio» du 6 juillet 2025. Invité Spécial, Mme. La Ministre de la Transition Numérique et de la Réforme de l’Administration [Broadcast]. YouTube. https://www.youtube.com/watch?v=tcc8bmcQCCs
o Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook, 2nd ed (pp. xiv, 338). Sage Publications, Inc.
o Paul, J., & Rosado-Serrano, A. (2019). Gradual internationalization vs born-global/international new venture models: A review and research agenda. International Marketing Review, 36(6), 830–858. https://doi.org/10.1108/IMR-10-2018-0280*
o Rajaram, K., & Tinguely, P. N. (2024). GenAI in small and medium enterprises: Navigating its promises and challenges (SSRN Scholarly Paper No. 4867904). Social Science Research Network. https://doi.org/10.2139/ssrn.4867904
o Rahimi, S., & Khatooni, M. (2024). Saturation in qualitative research: An evolutionary concept analysis. International Journal of Nursing Studies Advances, 6, 100174. https://doi.org/10.1016/j.ijnsa.2024.100174
o Ruzzier, M., Hisrich, R. D., & Antoncic, B. (2006). SME internationalization research: Past, present, and future. Journal of Small Business and Enterprise Development, 13(4), 476–497. https://doi.org/10.1108/14626000610705705
o Al-Mamary, Y. H. (2025). The transformative power of artificial intelligence in entrepreneurship: Exploring AI’s capabilities for the success of entrepreneurial ventures. Future Business Journal, 11(1), 1–25. https://doi.org/10.1186/s43093-025-00533-7
o Sarasvathy, S. D. (2001). Causation and effectuation: Toward a theoretical shift from economic inevitability to entrepreneurial contingency. Academy of Management Review, 26(2), 243–263. https://doi.org/10.5465/AMR.2001.4378020
o Sarasvathy, S. D. (2008). Effectuation: Elements of entrepreneurial expertise. Edward Elgar Publishing. https://doi.org/10.4337/9781848440197
o Sarasvathy, S., & Dew, N. (2008). Effectuation and over–trust: Debating Goel and Karri. Entrepreneurship Theory and Practice, 32(4), 727–737. https://doi.org/10.1111/j.1540-6520.2008.00250.x
o Simon, H. A. (1957). Models of man: Social and rational. Wiley.
o Simon, H. A. (1991). Bounded rationality and organizational learning. Organization Science, 2(1), 125–134. https://doi.org/10.1287/orsc.2.1.125
o Simon, H. A. (1993). Strategy and organizational evolution. Strategic Management Journal, 14(S2), 131–142. https://doi.org/10.1002/smj.4250141011
o Stake, R. E. (1995). The art of case study research. Sage.
o Timmermans, S., & Tavory, I. (2012). Theory construction in qualitative research: From grounded theory to abductive analysis. Sociological Theory, 30(3), 167–186. https://doi.org/10.1177/0735275112457914
o Vahlne, J.-E., & Johanson, J. (2017). From internationalization to evolution: The Uppsala model at 40 years. Journal of International Business Studies, 48(9), 1087–1102. https://doi.org/10.1057/s41267-017-0107-7
o Yin, R. K. (1994). Case study research: Design and methods (2nd ed.). Sage.
o Yin, R. K. (2003). Case study research: Design and methods (3rd ed.). Sage.
o Yin, R. K. (2014). Case study research: Design and methods (5th ed.). Sage.
How to Cite
El Guili , Hamza. 2026. “DANCING WITH AI: TOWARD A FRAMEWORK FOR UNDERSTANDING HOW EMERGING MARKET ENTREPRENEURS INTEGRATE GENERATIVE ARTIFICIAL INTELLIGENCE WITH EFFECTUAL DECISION-MAKING”. Studies in Business and Economics 28 (2). https://doi.org/10.29117/sbe.2025.0166.
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