COGNITIVE AMBIDEXTERITY IN ENTREPRENEURIAL LEADERSHIP: A FOUR COUNTRY EXPLORATORY STUDY OF WOMEN ENTREPRENEURS' EARLY CUSTOMER ACQUISITION STRATEGIES

This paper explores the use of prediction and creation logic, the two components of cognitive ambidexterity, by 35 women entrepreneurs in Kenya, Mexico, Nigeria, and U.S.A. It focused on their entrepreneurial leadership during their quest for first customers. Findings based on a qualitative analysis of interview data showed that the motive behind venture creation, the choice of venture, and the circumstances faced by women entrepreneurs appear to shape the relative emphasis placed on prediction and creation logic. While women entrepreneurs in emerging economies (Kenya, Mexico, and Nigeria) seem to excel using only creation logic, their counterparts in developed economies (the United States of America) employed both prediction and creation logic to enhance venture success rates.