The Application of Effectuation Theory in Creating a Personal Brand

Effectuation is a thinking framework that starts framing opportunities with a personal set of existing means. This research starts with the question of how expert entrepreneurs create their personal brands. Thus, this research aims to explore the feasibility and reliability of applying effectuation theory in creating a personal brand. A new model of effectual personal branding will be created, based on the effectuation theory and personal branding framework. In the literature review, three topics with their processes and frameworks are introduced - entrepreneurship, effectuation, and personal branding. Case study is selected as the research method to validate the effectual personal branding model. Three experts are chosen as exemplars including Richard Branson, Elon Musk and Jeff Bezos. Through the study of their personal time line, the press reported about them, and some document records, the link of the phenomenons and hypotheses as well as the link of different phenomenons is formed. The study provides a conclusion that the application of effectuation theory in creating a personal brand is feasible. Meanwhile, the effectual personal branding model helps illustrate the process of personal branding with effectual thinking. Furthermore, all the entrepreneurs can benefit from this research with following the steps in the effectual personal branding model when creating a personal brand