Investigating the Entrepreneurial Pivoting Experience of UK-based Technology Start-ups

Technology start-ups pivot to create and sustain the value proposition. This research study focuses on understanding the phenomenon of entrepreneurial pivoting of tech start-ups, including the type of pivots, factors that cause pivoting and impact of technology maturity on pivoting. The study has adopted the qualitative research method, and interviews have been conducted with high-tech entrepreneurs across the United Kingdom. The study was designed to establish the correlation between the factors that trigger pivoting and the types of pivot pursued by the tech start-ups. From the preliminary analysis of interviews, we have validated the existing types of pivots and the factors that trigger pivoting from the literature. We have also identified two new pivots and two new factors that cause pivoting. The exploratory study has practical significance to the work for tech entrepreneurs and broader stakeholders that have an interest in the performance and sustainability of tech start-ups.