No photo of Veronika Gustafsson

Veronika Gustafsson


If you made any changes in Pure these will be visible here soon.

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

Fingerprint Fingerprint is based on mining the text of the person's scientific documents to create an index of weighted terms, which defines the key subjects of each individual researcher.

  • 3 Similar Profiles
Entrepreneurship Business & Economics
Entrepreneurs Business & Economics
Uncertainty Business & Economics
Decision making Business & Economics
Africa Business & Economics
Government Business & Economics
Blogs Business & Economics
China Business & Economics

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 2006 2019

Riding the wave: understanding the context of female entrepreneurship in Pakistan

Omeihe, K. O., Dakhan, S. A., Khan, M. S., Gustafsson, V. & Amoako, I. O., Jan 2019, Women Entrepreneurs and Strategic Decision Making in the Global Economy. Tomos, F., Kumar, N., Clifton, N. & Hyams-Ssekasi, D. (eds.). Idea Group Inc, p. 20-39 20 p.

Research output: Chapter in Book/Report/Conference proceedingChapter

Women entrepreneurs
Female entrepreneurship
Women's entrepreneurship
Policy implications

Born globals and business incubators: a case analysis

Kuryan, N., Khan, M. S. & Gustafsson, V., 13 Sep 2018, In : International Journal of Organizational Analysis. 26, 3, p. 490-517 28 p., 1197.

Research output: Contribution to journalArticle

Open Access
Born global
Case analysis
Business incubators

Trust in cross border trade networks

Omeihe, K., Gustafsson, V., Amoako, I. & Khan, M. S., 31 May 2018, p. 25-25. 1 p.

Research output: Contribution to conferencePaper

Cross-border trade
Qualitative study
Network relationships
Social media

Trust at the heart of the issue: towards the building of trust based organization

Omeihe, K. O., Gustafsson, V., Amoako, I. O. & Khan, M. S., 5 Sep 2017.

Research output: Contribution to conferencePaper


Female entrepreneurship
Women entrepreneurs
Knowledge management
Small and medium-sized enterprises