Role of Contemporary Management Accounting Practices in Reducing Customer Uncertainty in Entrepreneurial Startup Firms

      Many failures of new ventures are an outcome of the inability of the entrepreneurs to deal with uncertainties. Uncertainties impact almost all different stages of the entrepreneurial process, and the success or failure of firms depends upon how entrepreneurs deal with uncertainties before acting on an opportunity. Uncertainties  in early-stage entrepreneurship can include customer, competitor, supplier, technological and resource aspects. An entrepreneurial firm must deliver value along the dimensions that matter most to its customers. Thus, Entrepreneurial firms should focus their scarce resources on the dimensions of value that most matter to customers. Creation of value for customers is a critical task for entrepreneurs, particularly when developing new products and services or starting new businesses. In addition, successful entrepreneurs understand the needs  of their customers. Understanding the needs and wants of the targeted customer will help businesses to innovate and grow. On the other hand, Ignoring customer needs and not seeking their feedback can prove to be fatal mistake for most startups.
     Many changes in the contemporary business environment have caused significant changes in management accounting. One of the most important trends in management accounting is greater focus on customer (customer orientation). Consequently, a hallmark of this era is the introduction of a diverse set of new managerial accounting practices that focus primarily on promoting value for customers. These practices can help in reducing customer uncertainty in entrepreneurial startups.
   This research focus on how to use current management accounting practices to help in reducing customer- related uncertainty in startup entrepreneurship.
   In attempting to identify the role of current management accounting practices in reducing customer-related uncertainty in startup entrepreneurship, the researcher will use the constructive approach.