engleski

The Role of Intuition in Strategic Decision Making in Croatian Companies

Today’s companies operate in a complex and changing environment in which business conditions are changing very rapidly, preventing managers (decision makers) to properly estimate the probabilities the occurrence of certain situations in which they can make decisions through rational process of collecting data and their detailed analysis. Therefore, managers – decision makers - which have the ability to make effective decisions in an alternative way are of the greatest value. One alternative way of making decisions is the intuitive decision making approach which nowadays takes on an increasingly important role and is becoming more prevalent in the business world. Researchers agree that the intuitive way of decision making is critical for effective strategic decision making. This study examines the role of intuition in strategic decision making in Croatian companies, aiming to emphasize the importance of intuition in today’s business world. The use of intuition is found to be positively associated with strategic decision making outcomes. Moreover, results showed that the intuitive decision making approach is more effective in an unstable environment than in a stable environment.

intuition, intuitive decision making, decision making outcome

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