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Purpose Internationalisation is a complex and uncertain process for small and medium-sized enterprises (SMEs), characterised by challenges such as limited resources, lack of international experience and uncertainty in foreign markets. This study aims to explore the impact of entrepreneurial effectuation on the diversification of products and market expansion. Additionally, it examines the mediating role of alliance capabilities in this relationship. Design/methodology/approach This study developed five hypotheses based on an extensive and relevant literature review. Data were collected using nonprobability judgemental and snowball sampling techniques from 202 software exporting firms in Bangladesh to measure the relationship. Data collected from the survey were then analysed using partial least squares-structural equation modelling. Findings The results of this study show that all five hypotheses developed in this study are supported. This study found a positive impact of entrepreneurial effectuation on product and market diversification. Study results also show that alliance capabilities mediate the relationship between entrepreneurial effectuation and product and market diversification. Research limitations/implications In the face of internationalisation uncertainties, SMEs use effectual decision-making logic and form strategic alliances to enhance their competitive positions. This research contributes to understanding how SMEs use effectuation in navigating international markets and expanding their product portfolios and market reach. Originality/value This study pioneers a mediation approach to explore the relationship between entrepreneurial effectuation, alliance capabilities and diversification in SME internationalisation. Examining the interplay of decision-making logic and collaborative ventures, this study offers insights into the complexities of SME internationalisation in uncertain environments.
Alam et al. (Tue,) studied this question.