This study investigates how displaced women entrepreneurs in Ethiopia’s fragile institutional environment apply effectuation principles to sustain their businesses. Through analysis of five effectuation dimensions, we find that while affordable loss strategies and means orientation enhance business resilience, traditional effectuation approaches like partnership formation and rigid control mechanisms often prove ineffective in displacement contexts. This research makes three key contributions: first, it extends effectuation theory by identifying how institutional fragility fundamentally alters the utility of entrepreneurial strategies; second, it reveals displaced women’s innovative adaptations through informal networks and risk-minimising approaches; and third, it challenges universal applications of effectuation principles in crisis settings. This study contributes to sustainable entrepreneurship by demonstrating both the relevance and constraints of effectuation theory in crisis-affected environments. It underscores the importance of flexible, resourceful strategies for women entrepreneurs navigating systemic challenges, offering insights for policymakers and support organisations. Practical implications include designing capacity-building programmes that promote adaptive strategies, such as risk management and resource optimisation, while addressing the challenges of partnerships and rigid control mechanisms. By aligning with the goals of sustainable development, this research not only highlights the potential of effectuation principles but also unravels their limitations, providing a nuanced understanding of how entrepreneurial strategies can foster resilient livelihoods and sustainable economic practices in crisis-affected regions.
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