Role of Intuition in Strategic Decision Making

Abstract

Purpose-Intuition is a way of knowing without conscious reasoning. Rational thinking allows the person to take decision on the basis of certain data and calculations. There are occasions where rational thinking does not suffice for decision making. Top level executives rely on their intuition to solve complex problems where rationality cannot help. Design/ Methodology/ Approach-This research paper employ ex post facto research design. Questionnaire has been used to collect data from the doctors. Findings-Results revealed that, there was a significant association between intuition and intuitive strategic decision making. Originality Value-Two traditional theories in decision making includes analytical and intuitive decision making. Though intuition is used in decision making and could be of importance for the whole decision making process, there is not much field research performed on this subject. This present paper strives to empirically test the impact of intuition in strategic decision making.