Expecting the Unexpected: Mapping and Leveraging Positive Deviance in Entrepreneurial Scaling

While much of the literature (e.g., Ireta-Sánchez, 2025; Ruda et al., 2024) focuses on planned strategies and common pitfalls in scaling, there’s minimal exploration of ventures that have succeeded despite—or because of—unexpected deviations from standard models. Building on Ireta-Sánchez’s identification of emergent outcomes (like innovation and geographical expansion appearing in critical situations), this project proposes systematically mapping cases of "positive deviance"—instances where firms outperformed expectations under unusual conditions. The novelty lies in not just cataloging these outliers but analyzing what unique internal or external factors (leadership quirks, resource improvisation, market anomalies, etc.) enabled their success. By contrasting these with "typical" scaling paths, the study could yield a new typology of growth strategies that intentionally incorporate room for serendipity, adaptability, and unconventional tactics—a valuable toolkit for entrepreneurs facing uncertainty and resource constraints.

References:

1. Deliberate and Emergent Strategic Outcomes for High-Growth IT SME Business Models. Juan Martín Ireta-Sánchez (2025). Syst..
2. Business scaling: International expansion strategies. Mariana Ruda, Olga G. Melnyk, Valery-Raisa Sohan (2024). Management and Entrepreneurship in Ukraine: the stages of formation and problems of development.