ENTREPRENEURIAL LEARNING AND EXECUTION THROUGH THE PSS FRAMEWORK: BRIDGING EFFECTUATION AND RESOURCE REALISM

Abstract

This paper presents the PSS Framework, a strategic and educational model for entrepreneurship grounded in effectuation theory and resource-based thinking. The framework streamlines entrepreneurial planning through three interconnected layers: the Personal Dimension (3W), Resource Dimension (3M), and Market Dimension (4P). It offers a dual interpretation: a linear progression from Problem to Solution to Selling, and a structured formulation represented as PSS = 3W + 3M + 4P. Developed within the context of entrepreneurship education and incubation programs, the PSS Framework equips learners and early-stage entrepreneurs to establish ventures by leveraging available resources and contextual knowledge. Particularly suited for environments where traditional startup models are less effective and resources are limited, this study outlines the theoretical foundation of the framework, details its components, and demonstrates its application in teaching, mentoring, and business incubation. Implications for education, training, and future research are also discussed.