Entrepreneurial experimentation is the process by which entrepreneurs design, conduct, and interpret tests of cause-and-effect relationships in order to learn and reduce uncertainty, risk, and doubt associated with new venture development. Research suggests entrepreneurial experimentation is essential to the entrepreneurial journey. Yet, this research remains fragmented, resulting in conceptual ambiguity. In this article, we review and synthesize the scholarly literature on entrepreneurial experimentation from 1985 to 2024. In so doing, we synthesize this literature into a definition, conceptual foundations, and an integrative theoretical framework. We conclude with a future research agenda that explores more nuance, contingencies, and sociocultural dynamics.
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