A strategy of start-up: How to manage a new business as an agile learning process?

Abstract

In this study, we examined how to manage start-ups experiencing a high level of uncertainty in emerging markets, and what are the principles of agile strategic learning in a start-up? Pragmatic literature on start-ups has put significant emphasis on agility and quick learning in managing a start-up, but scientific literature is scant in this field. In this study, we conceptualized agile strategic learning as start-ups’ capability to reflect on their experiences with existing hypotheses and reframe them in line with new insights about emerging markets and customers. Thus, agile strategic learning is a continuous transformative learning process where start-up teams rapidly experiment with new things, aiming to learn by testing existing beliefs, plans, and models. The agile strategic learning approach creates a competitive advantage for start-ups. We recommend further research on the methods and practices that promote the rate and agility of learning in managing start-ups.