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±êÌ⣺Managing Disruptions in International Business: Effectuation, Business Model Innovation, and Channel Resilience
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Global environmental turbulence can unexpectedly disrupt international distribution channels, making channel resilience an important issue for firms distributing internationally. Effectuation process can help, but existing means may not always fit the changing market conditions. A firm often must supplement its existing means with new ones to deal with unexpected disruptions. Drawing from the international marketing and entrepreneurship literature, this study argues that business model innovation mediates in the relationship between effectuation process and channel resilience, and deep uncertainty moderates both stages of that mediation, from effectuation to business model innovation and from innovation to channel resilience. Using data on 115 firms that were based in Wuhan, China, and distributed internationally during the Covid-19 pandemic, this study finds empirical support for most of the hypotheses.
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