The Role of Intuition in Strategic Decision-Making: A Case Study on Three Kinds of Intuition

Document Type


Presentation Date


Conference Name

WAM 2017: Western Academy of Management

Conference Location

Palm Springs, CA


Intuition is the premier alternative to the rational model when decision-makers must act in what Eisenhardt called "high-velocity environments," as optimal decision-making is not possible given that perfect knowledge is unattainable and also given the tacit implication that top managers do not generally have the time for a comprehensive review of all of the possible strategic decisions before executing a strategy. Rather than "satisficing," which is the chief alternative to the rational model, top managers very often intuit decisions through all, or a combination of, three types of intuition: affective, inferential, and holistic. I utilize a case study methodology, which includes a survey and in depth interviews, where analysis of three kinds of intuition is conducted to answer the following research question: how does intuition shape strategic decision-making, and under what circumstances are decisions intuited?


Management Sciences and Quantitative Methods | Marketing

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