Design for new business development : using an effectual approach?

For both managing as well as designing, there is increasingly a need to deal with high uncertainty, to keep control and at the same time be flexible and open for creativity. This position paper focuses on new business development processes, which are viewed as design processes. More specific, it focuses on the entrepreneurship theory "effectuation", which seems promising for dealing with the changed managing and designing environment. Effectuation theory is explained, its link with design processes is illustrated, and further research is indicated. Finally, methodology for researching and teaching designing for new business development is discussed.