The role of context in intuitive decision-making

Abstract

Few writers have examined the contextual determinants of intuitive decision-making and none has examined the differential contribution to explaining intuition made by different perspectives on context. This study seeks to supply what is absent by examining the overall impact of combinations of variables representing three different perspectives (decision, environment and firm) on the use of intuition when making strategic decisions. The results indicate that the characteristics specific to the firm and to the environment appear to be more significant to intuition than does the nature of the decision; and that the impact of the contextual variables varies from one dimension to another. The research limitations are discussed and suggestions for future research are also offered.