Causation and effectuation in the context of product development process in a large-sized established company

Effectuation represents entrepreneurial way of thinking and it is commonly applied to new ventures. Causation, as the inverse logic to effectuation, represents traditional way of thinking, and it is commonly used among large existing organizations. Recent research on effectuation shows that causation and effectuation are two relative logics, and effectuation can be extended to the existing organizations. The purpose of this research is to study relationship between causation and effectuation and to reveal how causation and effectuation influence each other during the product development process of Stage-Gate in the context of a large existing organization