Using intuitive awakening for business students to enhance strategic thinking skills

Prince, Melvin and Priporas, Constantinos-Vasilios ORCID: https://orcid.org/0000-0003-1061-4279 (2018) Using intuitive awakening for business students to enhance strategic thinking skills. Australasian Marketing Journal . ISSN 1441-3582 [Article] (Published online first) (doi:10.1016/j.ausmj.2018.05.001)

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Abstract

Intuition is essential to marketing scholarship and practice. Furthermore, under certain business conditions, it becomes invaluable as a primary mode of decision making. Reflecting this perspective, conceptual research on the topic is abundant. Empirical studies in business school settings that address marketing intuitive decision making are scarce. Without application of intuitive thinking at the marketing education class level, diffusion of this important skill in the educational sphere will not take place. In this research, while building on Andrew Cox’s (2001) conceptualization a power matrix framework between buyers and suppliers as a case theme, we test role-playing and experiential knowledge effects on graduate business students’ assessments of marketing communications, relationships, satisfaction and influence strategy dimensions involving intuitive decision making.

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