University of Twente Student Theses
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An evaluation of the impact of AI on entrepreneurial decision-making processes in different cultures
Ekkel, Milou (2025) An evaluation of the impact of AI on entrepreneurial decision-making processes in different cultures.
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| Abstract: | This thesis explores how entrepreneurs from different cultural backgrounds perceive the usefulness of Artificial Intelligence (AI) in their decision-making processes. The study builds on effectuation theory (Sarasvathy, 2001), which emphasizes flexible and means-driven decision-making in uncertain environments. Specifically, it investigates how three core principles of effectuation—Bird-in-Hand, Affordable Loss, and Crazy Quilt—interact with AI tools, and how national cultural values may influence this interaction. Through qualitative, exploratory research, combining pre-surveys and semi-structured interviews, data is collected from early- to mid-stage entrepreneurs across multiple countries. Using abductive reasoning and the Gioia methodology for analysis, the study contributes to a deeper understanding of how culture and decision-making logic jointly shape AI adoption. It finds that perceived usefulness of AI varies depending on both effectual logic and cultural context, offering theoretical insights and practical implications for entrepreneurs and innovation policy. In particular, it highlights how entrepreneurs and policymakers can enhance AI adoption by aligning tools and training with local cultural norms and entrepreneurial practices, thus maximizing relevance and impact in diverse contexts. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/106868 |
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