This study aims to ascertain whether effectuation serves as a method for ensuring an organization's long-term financial survival from the viewpoint of a self-motivated entrepreneur. The study is quantitative, causal, and cross-sectional in nature. The study focuses on small and medium-sized enterprises (MSME) in Pakistan. This study's unit of sample is the owner and key employee who play a critical role in MSMEs. Between June and December 2021, information was acquired from 306 business owners and professionals in the Islamabad region's MSME and technology firms using an online questionnaire. Purposive convenience sampling was employed. The results of all the variables were found to be statistically significant. Practical implications and future research direction are mentioned below.
Key words: Sustainability, Enterprise Economic Performance, Process of Effectuation
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