Effectuation presents a compelling approach to navigating new ventures under uncertainty, shifting our previous understanding of entrepreneurship. Nearly 25 years since its inception, the topic of effectuation measurement remains highly debated, with both knowledge accumulation and controversies coexisting. Without effectively operationalizing the concept, researchers risk compromising methodological rigor and hindering the theoretical advancement of the field. To assess the current state of effectuation measurement, we critically review 60 empirical studies from 18 highly ranked journals, focusing on how researchers attempt to capture effectuation in quantitative studies. Our findings reveal a predominant reliance on scales, with a small fraction using proxies as alternatives. The adoption of scales, particularly Chandler et al.’s (2011) scale, is widespread but appears fragmented, and flawed practices exacerbate the shortcomings of existing scales. Our contributions are both theoretical and methodological. First, we confirm the growth of empirical research in effectuation, proving a healthy development of the field. Second, we recommend that future adoption and development of scales remain aligned with the theoretical foundation of the construct while ensuring methodological transparency. Last but not least, we encourage the scholarly community to deepen our theoretical understanding of effectuation, hence laying a firm ground for refining existing and building future scales.
