Accepting PhD Students

  • Source: Scopus

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Personal profile

Area of academic expertise - outline

Veronika’s home turf in entrepreneurship research is entrepreneurial cognition. This multidisciplinary area can be defined as fruitful cross-fertilisation between cognitive psychology, entreprneurship theory and empirical research in entrepreneurial context (especially where opportunity identification is concerned).

Methodologically, Veronika is an experimenter, which is not yet common in entrepreneurship research. Apart from her Ph.D. dissertation/subsequent monograph (Gustafsson, 2006), she has published an experiment paper in Journal of Business Venturing (McKelvie, Haynie and Gustafsson, 2009), which investigates how the level of uncertainty affects entrepreneurial action. Another study involved conjoint experiment investigating the moderating effect of the uncertainty level upon the entrepreneurs’ propensity to make investment decisions in seemingly failing projects. It was published in the International Journal of Entrepreneurial Behaviour and Research (Brundin and Gustafsson, 2013).


Recently Veronika became engaged in research on business models and entrepreneurship education. Together with the colleagues from the Faculty of Economics at Moscow State University (EF MSU) she submitted a research grant application to be submitted jointly to the state-supported research funds at Austria and Russia. The project aimed to investigate the relationship between business model design of high-growth firms and entrepreneurial cognitions involved in creating these business models under conditions of uncertainty, based on cross-industry and cross-country analysis.

Another research project together with the colleagues from the EF MSU has produced a paper by Gustafsson, Breitenecker, Tutov and Gavrina (2015) Movie Stars in Lecture Halls: Are entrepreneurship students prone to narcissism? It is based on a cross-country survey (Austria, China, Russia and Sweden) and investigates the strength of narcissistic behaviour in bachelor- and master-level students and discusses (a) pedagogical implications of students’ narcissistic tendencies and (b) implications for students’ future career in entrepreneurship and management. The paper has been presented at the 75th Academy of Management meeting (Vancouver, 2015) and is being prepared for submission to the Academy of Management Learning and Education journal.

Veronika’s latest research project has been presented at BCERC in Bodo and concerns study of enterprising individuals, i.e. are people, who: a) embrace entrepreneurship as a general problem-solving approach in their individual lives; b) engage in innovative socio-economic activities without necessarily starting up own companies or being included into corporate world as intrapreneurs; and c) co-create their activities together with the network of stakeholders based on IT-supported social networks, e.g. blogs.

Areas of investigation can range from business models used by enterprising individuals (e.g. what other business models are used in the blogosphere apart from endorsement?) to influence of IT/ICT (e.g. whether modern technology and social network make people more or less enterprising) to methodological contributions, such as use of netnography in entrepreneurship research.  


Target collaborative organisations

Karelia University of Applied Science, Joensuu, Finland - Lead Partner in Erasmus+ Strategic Partnership consortium

Faculty of Economics at Moscow State University, Russian Federation - targeted partner in research collaboration, research students' exchange and joint supervision.

External positions

Member, Academy of Management Entrepreneurship Division

31 Aug 2001 → …


  • H Social Sciences (General)
  • entrepreneurship
  • decision making
  • uncertainty
  • international entrepreneurship
  • social media entrepreneurship
  • enterprising individuals
  • entrepreneurship education
  • business models


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