The “Tango Argentino”: a metaphor for understanding effectuation processes

The authors use the analogy of the Argentine Tango to illuminate entrepreneurial effectuation as a process of becoming. Drawing on the metaphor of dance, the authors highlight seven areas for theory development that could further a performative theory of effectuation. These include the study of the micro-level movement and flow in the dance as “intimate steps,” and understanding the interplay between entrepreneur and ecosystem as “contextual rhythms.” They further propose that the study of changing leadership in the dance could illuminate how causal processes “become” effectual and suggest a concept of “attunement” to consider how inexperienced entrepreneurs learn contextual rhythms and, therefore, benefit for effectuation processes. Finally, they posit that the intimate steps leading to creativity in the dance relative to different levels of proximity and distance between the dancers should be understood alongside the movements and flows through which dancers maintain their individuality during such intimate movements and flows.