Triggers Of Strategic Transition Through Sensemaking In Nascent Entrepreneurship

Purpose Decision-making under conditions of uncertainty has long been a central concern in various disciplines focusing on behavioral research (Bjurström and Bakken, 2022; Johnson and Busemeyer, 2010), particularly within the field of entrepreneurship (Shepherd et al., 2015; Zayadin et al., 2023). Entrepreneurial intention among emerging adults is not shaped by personality alone but is also strongly influenced by contextual enablers such as perceived support and opportunity structures (Apasieva et al., 2024). In this context, sensemaking emerges as a multidimensional concept explaining how entrepreneurs interpret ambiguous signals, reassess assumptions, and construct meaning to guide pivotal decisions (Niemi et al., 2022). Despite growing interest among researchers in entrepreneurial sensemaking processes and their antecedents, particularly within nascent entrepreneurial ventures, remains underexplored. This is particularly important since the nascent entrepreneurs are lacking established routines guiding their decision-making processes. In that vein, the sensemaking process is a meaningful mechanism for identifying opportunities, assessing them, and adapting to unexpected challenges (Maitlis and Christianson, 2014; Snowden, 2011; Sandberg and Tsoukas, 2015). It is a communicative process through which individuals construct meaning by using language, talk, and interaction to interpret ambiguous situations (Weick et al., 2005). The paper focuses on the entrepreneurial sensemaking process during pivoting from a nascent venture to a sustainable business model. The aim is to explore the interaction mechanisms between the triggers - a disruption that challenges existing understanding and initiates sensemaking (Kocielnik and Hsieh, 2017; Obear, 2007) and enablers - routines, practices, and structures that facilitate the sensemaking process (Maitlis and Lawrence, 2007). Design/methodology/approach This paper is grounded on a single case study from North Macedonia. Data were collected between January and March 2025 through a written interview and an in-depth, in-person interview with both founders. The analysis was based on the Gioia qualitative inductive research approach (Gioia et al., 2013). In the first stage, 1st-order coding was applied to capture informant-centric terms and experiences of the founders with third-party actors, generating a wide array of descriptive codes related to emotional reactions, pivot decisions, and stakeholder interactions. In the second stage, 2nd-order coding grouped these categories into abstract themes reflecting deeper patterns in the entrepreneurial sensemaking process. Finally, these themes were organized into aggregate dimensions to identify underlying mechanisms, particularly the role of specific triggers and enablers shaping how sense was made during the venture’s strategic transition. Findings The analysis revealed distinct types of triggers, such as institutional, individual peer signals, market silence, as well as enabling conditions like urgency, credibility, and relational trust, shaping how and when entrepreneurial sensemaking was initiated and sustained. Additionally in the analysis were identified three distinct mechanisms through which triggers and enablers interact to shape sensemaking were identified: enabler-driven, trigger-driven, and interpretative breakdown. In enabler-driven mechanisms, sensemaking only occurred when the trigger was reinforced by internal or contextual enablers like technical knowledge or urgency. Trigger-driven mechanisms emerged when the trigger was strong or clear enough that sensemaking would likely occur in the same way with or without the presence of an enabler. In contrast, interpretative breakdown mechanisms reflected moments where the absence of clear signals or supportive enablers led to the new concept of the sensemaking gap. Finally, we reveal two previously underexplored dimensions of entrepreneurial sensemaking: self-driven sensemaking - emerging from pure internally motivated reflections, and reactive sensemaking - emerging from authoritative time-bound external pressures. Nevertheless, the findings have some limitations because they are based on a single case, which can limit their broader use and leave out other relevant aspects, such as cross-cultural factors. Originality/value This paper offers original insight into how distinct types of triggers, such as institutional, individual peer signals, or market silence, interact with enabling conditions like urgency, credibility, and relational trust to shape entrepreneurial sensemaking in nascent entrepreneurial ventures. It moves beyond linear models of decision-making by emphasizing social dimensions through which meaning is constructed and actions are justified. The value lies in providing an understanding of how founders navigate the uncertainty, offering guidance on how support mechanisms can be better tailored to trigger productive sensemaking and timely strategic adaptation. In practical terms, the findings suggest that policy-makers should strengthen this process by supporting the development of entrepreneurship support organizations that offer mentorship programs, peer-learning platforms, and help build trust-based initiatives that can ultimately foster productive sensemaking in new ventures. Table 1: Triggers, Enablers, and Outcomes of the Sensemaking Process in Nascent Entrepreneurship Stage Trigger Enabler Mechanism Outcome Early incubation phase Environmental jolt Technical knowledge/founder activism Enabler Driven Mechanism Immediate self-driven sensemaking Market exploration phase Early transition phase Accelerator invitation: B2B transition requirement Stagnation and urgency (internal crisis)/Conditional invitation Enabler Driven Mechanism Reframed retrospective sensemaking Institutional Аuthoritative, time-intensive Trigger-Driven Mechanism Immediate reactive sensemaking Individual peer trigger Relational connection Enabler Driven Mechanism Relational sensemaking Absence of a signal (inaction or silence) / Interpretative Breakdown Mechanism Sensemaking gap Industry disinterest Knowledge about validation Enabler-driven Mechanism Reflective sensemaking Late transition phase Recognition of strategic misalignment Temporal distance Trigger-Driven Mechanism Deliberative collective sensemaking Post accelerator investor excitement Founders’ self-confidence Trigger-Driven Mechanism Prospective sensemaking Market signal of willingness to pay Legitimacy Trigger-Driven Mechanism Ongoing sensemaking (Source: Author’s work)