ENTREPRENEURIAL LEARNING AND MARKET EXPERIMENTATION IN MSMES: BALANCING OPPORTUNITY, EVIDENCE, AND RISK

Adang Haryaman (Universitas Logistik dan Bisnis Internasional)
Maya Ariyant (Telkom University, Bandung)

Jesocin : Journal of Economics, Accounting, Business, Management, Engineering and Society
Vol. 2 No. 1 (2025): Jesocin : January

Abstract This conceptual paper develops an integrative framework for entrepreneurial learning and market experimentation in micro, small, and medium enterprises (MSMEs). It synthesizes established literature on the resource-based view, dynamic capabilities, organizational learning, absorptive capacity, social capital, resilience, and entrepreneurial ecosystems. The analysis explains how opportunity sensing, bounded experimentation, customer evidence, learning retention, and resource discipline can be organized into proportionate managerial routines. No primary survey, interview, experimental, or statistical data are claimed. The framework proposes diagnosis, capability mapping, bounded experimentation, evidence review, governance, resource reconfiguration, and learning retention as a cumulative cycle. Implications are developed for owner-managers, support institutions, and future empirical research.