The paradox of market orientation versus intuition: The decision-making process in a data-driven and complex world

• Autor(a) principal: Vasconcelos, Liliana Salomé Azevedo
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.26/46518
• topic: Market orientation; Intuition; Decision-making; Information overload; Managers’ decision-making process; Information processing; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The ongoing debate over analytical versus intuitive decision-making approaches has heated up as data has become more available. However, there has been little research that empirically analyses both theoretical stances. So, the purpose of this research is to explore how market orientation affects managers' decision-making and the role of intuition in that process in today´s fast-paced and competitive business environment with ambiguity, time constraints, and information overload. To achieve this goal, a qualitative study was conducted involving 10 semi-structured interviews with marketing decision-makers from large corporations. The interview data was analysed using Bardin's Content Analysis technique. The study's main finding challenges the conventional dichotomy between analytical and intuitive decision-making approaches by revealing their coexistence and interplay, resulting in a more comprehensive view of decision-making strategies. Furthermore, the study emphasises the difficulties presented by information overload and the need for new data processing in decision-making approaches. The study significantly contributes to the scientific community and provides several recommendations for businesses seeking to enhance their decision-making processes.