Home > Research > Publications & Outputs > The power of intuitive thinking

Research

Links

Text available via DOI:

View graph of relations

The power of intuitive thinking: a devalued heuristic of strategic marketing

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Published

Standard

The power of intuitive thinking: a devalued heuristic of strategic marketing. / Patterson, Anthony; Quinn, Lee; Baron, Steve.
In: Journal of Strategic Marketing, Vol. 20, No. 1, 02.2012, p. 35-44.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Patterson, A, Quinn, L & Baron, S 2012, 'The power of intuitive thinking: a devalued heuristic of strategic marketing', Journal of Strategic Marketing, vol. 20, no. 1, pp. 35-44. https://doi.org/10.1080/0965254x.2011.628407

APA

Patterson, A., Quinn, L., & Baron, S. (2012). The power of intuitive thinking: a devalued heuristic of strategic marketing. Journal of Strategic Marketing, 20(1), 35-44. https://doi.org/10.1080/0965254x.2011.628407

Vancouver

Patterson A, Quinn L, Baron S. The power of intuitive thinking: a devalued heuristic of strategic marketing. Journal of Strategic Marketing. 2012 Feb;20(1):35-44. doi: 10.1080/0965254x.2011.628407

Author

Patterson, Anthony ; Quinn, Lee ; Baron, Steve. / The power of intuitive thinking : a devalued heuristic of strategic marketing. In: Journal of Strategic Marketing. 2012 ; Vol. 20, No. 1. pp. 35-44.

Bibtex

@article{411fcef3b97e424c805b7365b9536ea0,
title = "The power of intuitive thinking: a devalued heuristic of strategic marketing",
abstract = "Historically, the value of intuition in strategic marketing has been devalued. Consequently, the aim of this paper is to investigate empirically and articulate the ways in which the heuristic of intuition can prove, and is proving, helpful to marketing managers involved in making strategic-level decisions. Drawing upon extensive interviews conducted with marketing managers, we explore the extent to which intuitive insights are privileged over systematic, rational, logical evaluations. Our data evidence how intuition-led decision making becomes a powerful tool in instances where there is a paucity of data, when options are manifold, when the future is uncertain and when the logic of strategic choice needs to be confirmed. Ultimately, the paper seeks to place a new and affirmative subjectivity within the realm of marketing strategy that respects and legitimises the power of intuitive insight.",
author = "Anthony Patterson and Lee Quinn and Steve Baron",
year = "2012",
month = feb,
doi = "10.1080/0965254x.2011.628407",
language = "English",
volume = "20",
pages = "35--44",
journal = "Journal of Strategic Marketing",
issn = "0965-254X",
publisher = "Routledge",
number = "1",

}

RIS

TY - JOUR

T1 - The power of intuitive thinking

T2 - a devalued heuristic of strategic marketing

AU - Patterson, Anthony

AU - Quinn, Lee

AU - Baron, Steve

PY - 2012/2

Y1 - 2012/2

N2 - Historically, the value of intuition in strategic marketing has been devalued. Consequently, the aim of this paper is to investigate empirically and articulate the ways in which the heuristic of intuition can prove, and is proving, helpful to marketing managers involved in making strategic-level decisions. Drawing upon extensive interviews conducted with marketing managers, we explore the extent to which intuitive insights are privileged over systematic, rational, logical evaluations. Our data evidence how intuition-led decision making becomes a powerful tool in instances where there is a paucity of data, when options are manifold, when the future is uncertain and when the logic of strategic choice needs to be confirmed. Ultimately, the paper seeks to place a new and affirmative subjectivity within the realm of marketing strategy that respects and legitimises the power of intuitive insight.

AB - Historically, the value of intuition in strategic marketing has been devalued. Consequently, the aim of this paper is to investigate empirically and articulate the ways in which the heuristic of intuition can prove, and is proving, helpful to marketing managers involved in making strategic-level decisions. Drawing upon extensive interviews conducted with marketing managers, we explore the extent to which intuitive insights are privileged over systematic, rational, logical evaluations. Our data evidence how intuition-led decision making becomes a powerful tool in instances where there is a paucity of data, when options are manifold, when the future is uncertain and when the logic of strategic choice needs to be confirmed. Ultimately, the paper seeks to place a new and affirmative subjectivity within the realm of marketing strategy that respects and legitimises the power of intuitive insight.

U2 - 10.1080/0965254x.2011.628407

DO - 10.1080/0965254x.2011.628407

M3 - Journal article

VL - 20

SP - 35

EP - 44

JO - Journal of Strategic Marketing

JF - Journal of Strategic Marketing

SN - 0965-254X

IS - 1

ER -