COMMENT ON HEURISTICS IN THE STRATEGY CONTEXT BY BINGHAM AND EISENHARDT (2011)

• 成果类型: Article
• 署名作者: Vuori, Natalia; Vuori, Timo
• 署名单位: Aalto University
• 刊物名称: STRATEGIC MANAGEMENT JOURNAL
• ISSN/ISSBN: 0143-2095
• DOI: 10.1002/smj.2259
• 发表日期: 2014
• 页码: 1689-1697
• 关键词: heuristics; decision-making; BIAS; cognition; COORDINATION

摘要

Bingham and Eisenhardt (2011) highlight the positive role of heuristics in the strategy context. They discuss four mechanisms through which heuristics have positive effects for strategy. The first mechanismusing a heuristic cue as a proxy for complex, correlated informationbuilds directly on Gigerenzer's research on positive heuristics. The second (capturing a window of opportunity) and third (providing some direction while allowing freedom to improvise) mechanisms, combine Gigerenzer's ideas with Eisenhardt's earlier work. The fourth one relates to coordination. In this commentary, we critically evaluate the applicability of these four mechanisms in the strategy context, which differs fundamentally from Gigerenzer's context. Our primary contribution is the explication of central limitations in the ways heuristics can function in the strategy context. Copyright (c) 2014 John Wiley & Sons, Ltd.