Using intuitive awakening for business students to enhance strategic thinking skills

Article

Prince, M. and Priporas, C. 2018. Using intuitive awakening for business students to enhance strategic thinking skills. Australasian Marketing Journal. 26 (2), pp. 157-162. https://doi.org/10.1016/j.ausmj.2018.05.001
TypeArticle
TitleUsing intuitive awakening for business students to enhance strategic thinking skills
AuthorsPrince, M. and Priporas, C.
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.

PublisherElsevier
JournalAustralasian Marketing Journal
ISSN1441-3582
Publication dates
Online22 May 2018
Print30 Jun 2018
Publication process dates
Deposited06 Jun 2018
Accepted06 May 2018
Output statusPublished
Accepted author manuscript
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Copyright Statement

© 2018. This manuscript version is made available under the CC-BY-NC-ND 4.0 license https://creativecommons.org/licenses/by-nc-nd/4.0/

Digital Object Identifier (DOI)https://doi.org/10.1016/j.ausmj.2018.05.001
LanguageEnglish
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