Neurostrategy

Powell, Thomas (2013) Neurostrategy. In: Augier, Mie and Teece, David J., (eds.) Palgrave Encyclopedia of Strategic Management. Pallgrave Macmillan. ISBN 10.1057/9781137007728.0784

Abstract

In recent years, strategy researchers have sought to combine behavioural theories with traditional economic views of the firm. As the behavioural trend continues, insights from behavioural neuroscience will play an increasing role in strategic management. Powell (2011) coined the term ?neurostrategy' to describe research at the intersection of strategic management and behavioural neuroscience. He argued that properly designed research projects in neurostrategy can help researchers to validate strategy constructs, measure variables, test theories and generate new research ideas. He also noted that neurostrategy brings new challenges - for example, interdisciplinary collaborations can be time-consuming and costly, and brain processes are not always the appropriate unit of analysis in strategic management. On balance, neurostrategy can contribute to strategic management if strategy researchers work closely with neuroscientists on targeted research problems for which brain imaging, neuropharmacology and other neuroscientific methods can provide behavioural insights.

Item Type: Book Section
Subject(s): Strategy; Entrepreneurship & Global business
Centre: Faculty of Strategy, Entrepreneurship and International Business
Date Deposited: 13 Dec 2013 14:02
Last Modified: 23 Oct 2015 14:08
URI: http://eureka.sbs.ox.ac.uk/id/eprint/4923

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