Theoretical Article
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Nörobilimin Stratejik Yönetim Alanındaki İzdüşümü: Nörostrateji

Year 2022, Volume: 3 Issue: 2, 333 - 352, 30.12.2022
https://doi.org/10.54733/smar.1181841

Abstract

Bu çalışmanın amacı, nörostrateji kavramını stratejik yönetim alanına katkıları temelleri, gelişim seyri, tanımı ve sınırlılıkları üzerinden tartışmaya açmaktır. 2011 yılında Powell’ın öncü teorik çalışmasıyla alanyazında yer bulmuş olan nörostrateji, beyin haritalama ve görüntüleme araç ve yöntemleri aracılığı ile yönetsel aktörün karar verme anında aktive olan beyin bölgelerini inceleyen ve beyni değerlendiren bir alandır. Stratejik yönetim alanının bugün geldiği noktada bilişsel özellikler, algı, stratejik seçim, karar verme, davranış gibi konuların önem kazandığı görülmektedir. Nörostrateji, stratejik yönetim alanının odağını değiştirmeden stratejik yönetimin aktörlerin davranışlarını ve stratejik karar alma süreçlerini diğer bir ifade ile örtülü tutumlarını, otomatik bedensel tepkilerini, bilinçsiz bir şekilde işleyen beyin süreçlerini, aktörlerin nasıl düşündüklerini, hissettiklerini ve hareket ettiklerini kapsayan belirli araştırma sorularını yanıtlamak ve ek yanıtlar oluşturmak noktasında ilgili alanyazına katkı sunmaktadır. Bunu yaparken nörobilimsel araçların desteğini almaktadır. Bireylerin davranışlarının sosyal bağlamdan etkilendiğini ancak bu etkilerin altında yatan mekanizmaların hala tam olarak anlaşılamadığı gerçeği göz önünde bulundurulursa bu noktada kat edilmesi gereken yol olduğu açıkça görülebilmektedir. O halde stratejik yönetimde disiplinlerarası uygulama olarak kabul edilen nörobilimden ve nöröbilim araçlarından yararlanmak gerekmektedir. Böylece ilgili alan aktörlerin mikro temellerini ve karmaşık sosyal olguları analiz etme imkanı yakalayabilecektir. Bu çalışmada nörostratejinin ayırıcı özelliklerinin net bir şekilde ortaya konulması ve tanımının genişletilmesi gerektiğine yönelik yeni bir tartışma önerisinde bulunulmaktadır.

References

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  • Lane, V. ve Scott, S. (2007). The neural network model of organizational identification. Organizational Behavior and Human Decision Processes, 104(2):175–192.
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  • Mintzberg, H. ve Lampel, J. (1999). Reflecting on the strategy process. MIT Sloan Management Review, 40(3):21-30.
  • Mintzberg, H., Ahlstrand, B. ve Lampel, J. (1998). Strategy Safari. London: Prentice Hall.
  • Niven, K. ve Boorman, L. (2016). Assumptions beyond the science: Encouraging cautious conclusions about functional magnetic resonance imaging research on organizational behavior. Journal of Organizational Behavior, 37 (8):1150-1177.
  • Nord, W.R., Hardy, C., ve Clegg, S.R. (2006). The Sage Handbook of Organization Studies. London: Sage.
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The Proposition of Neuroscience in The Field of Strategic Management: Neurostrategy

Year 2022, Volume: 3 Issue: 2, 333 - 352, 30.12.2022
https://doi.org/10.54733/smar.1181841

Abstract

The aim of this study is to discuss the concept of neurostrategy on the basis of its contributions to the field of strategic management, its development course, definition and limitations. Neurostrategy, which took its place in the literature with Powell's pioneering theoretical work in 2011, is a field that examines the brain regions that are activated at the moment of decision of the managerial actor and evaluates the brain through brain mapping and imaging tools and methods. At the point where the strategic management field has reached today, it is seen that subjects such as cognitive characteristics, perception, strategic choice, decision making and behavior gain importance. Neurostrategy, without changing the focus of the strategic management field, is to answer specific research questions and provide additional answers, covering the behaviors and strategic decision-making processes of strategic management, in other words implicit attitudes, automatic bodily responses, unconsciously functioning brain processes, how actors think, feel and act. It contributes to the related literature at the point of creating in doing so, it receives the support of neuroscientific tools. Considering the fact that individuals' behaviors are affected by the social context, but the mechanisms underlying these effects are still not fully understood, it can be clearly seen that there is a way to go at this point. Therefore, it is necessary to benefit from neuroscience and neuroscience tools, which are accepted as interdisciplinary applications in strategic management. Thus, the relevant field will have the opportunity to analyze the micro-foundations of actors and complex social phenomena. In this study, a new discussion proposal is made regarding the need to clearly reveal the distinctive features of neurostrategy and to expand its definition.

References

  • Alexiou, K., Zamenopoulos, T., Johnson, J. ve Gilbert, S. (2009). Exploring the neurological basis of design cognition using brain imaging: some preliminary results. Design Studies, 30(6), 623-647.
  • Almaz, F. (2017). Uygulamada Strateji Yaklaşımı ile Tepe Yönetim Takımını Oluşturan Aktörlerin Kendi İçlerinde ve Örgüt Yapısı ile Etkileşimlerinin İncelenmesi: Hastaneler Üzerinde Nitel bir Araştırma, Yayımlanmamış Doktora Tezi, Akdeniz Üniversitesi, Sosyal Bilimler Üniversitesi, Antalya.
  • Almaz, F. (2021). Üst Kademe Teorisi, Tepe Yönetim Takımlarını Anlamak. Ankara: İKSAD Yayınevi.
  • Andrews, K.R., Learned, E.P., Christensen, C.R ve Guth, W. (1965). Business Policy: Text and Cases, R.D. Irwin: Homewood.
  • Ansoff, H.I. 1965. Corporate Strategy. New York: McGraw-Hill.
  • Ansoff, H.I. ve McDonnell, E. (1990). Implanting Strategic Management. Hemel Hemstead: Prentice Hall International.
  • Ascher D., Silva, W., Polowczyk, J., Damião da Silva, E. (2018). Neurostrategy: An advance through the paradigm epistemological in strategic management? Strategic Managemant Journal, 17 1–19.
  • Barca, M. (2005). Stratejik yönetim düşüncesinin evrimi: Bilimsel bir disiplinin oluşum hikâyesi. Yönetim Araştırmaları Dergisi, 5(1):7-38.
  • Barca, M. (2009). Stratejik yönetim düşüncesinin gelişimi. Ankara Sanayi Odası. Ankara.
  • Barney, J.B. (1991). Firm resources and sustainable competitive advantage. Journal of Management. 17 (1):99-120.
  • Bear, M.F., Connors, B.W., ve Paradiso, M.A. (2007). Neuroscience. Lippincott Williams & Wilkins.
  • Becker, W.J., ve Cropanzano, R. (2010). Organizational Neuroscience: The Promise and Prospects of an Emerging Discipline. Journal of Organizational Behavior, 31(7):1055-1059.
  • Becker, W. ve Menges, J.I. (2013). Biological implicit measures in HRM and OB: A question of how not if . Human Resource Management Review, 23(3):219–228.
  • Butler, M., ve Senior, C. (2007). Toward an Organizational Cognitive Neuroscience. Annals of the New York Academy of Sciences, 1118(1):1-17.
  • Camerer, C., Loewenstein, G., ve Prelec, D. (2005). Neuroeconomics: How neuroscience can inform economics. Journal of Economic Literature, 43(1):9-64.
  • Cirelli, C., Pompeiano, M., ve Tononi, G. (1996). Neuronal gene expression in the waking state: a role for the locus coeruleus. Science, 274(5290):1211-1215.
  • Damasio, A. (2000). The Feeling of What Happens: Body, Emotion and the Making of Consciousness. London: Vintage.
  • Dolan, R.J. (2002). Emotion, cognition, and behavior. Science, 298(5596):1191-1194.
  • Erkut, H. (2009). Stratejik Yönetimin Temelleri-Yönetimin Kanatları, Birinci Basım, İstanbul: Yalın Yayıncılık.
  • Faulkner, D., ve Johnson, G. (1992). The Challenge of Strategic Management. Kogan Page.
  • Fields, R.D., ve Stevens-Graham, B. (2002). New insights into neuron-glia communication. Science, 298(5593):556-562.
  • Fischbach, G.D. (1992). Mind and brain. Scientific American, 267(3):48-59.
  • Fugate, D.L. (2007). Neuromarketing: A layman’s look at neuroscience and its potential application to marketing practice. Journal of Consumer Marketing, 24(7):385-394.
  • Gazzaniga, M.S. (Ed.). (2014). Handbook of cognitive neuroscience. Springer.
  • Grant, R.M. (1991). Contemporary Strategy Analysis: Concepts, Techniques, Applications, Oxford: Blackwell Publishers.
  • Glimcher, P.W., ve Rustichini, A. (2004). Neuroeconomics: The consilience of brain and decision. Science, 306(5695):447-452.
  • Hatten, K.J. Schendel, D.E. ve Cooper, A.C. (1978). A strategic model of the us brewing industry, 1952-1971. Academy of Management Journal, 21 (4):592- 610.
  • Hambrick, D.C. ve Mason, P.A. (1984). Upper echelons: the organization as a reflection of its top managers. Academy of Management Review, 9:193–206.
  • Hamel, G. ve Prahalad, C.K. (1993). Strategy as stretch and leverage. Harvard Business Review, March/April: 75-84
  • Holroyd, C.B., ve Coles, M.G. (2002). The neural basis of human error processing: reinforcement learning, dopamine, and the error-related negativity. Psychological Review, 109(4):679.
  • Jarzabkowski, P. ve Spee, P. (2009). Strategy As Practice: A review and future directions for the feld. International Journal of Management Reviews, 11(1):69–95.
  • Kuhnen, C.M, Knutson, B. (2005). The neural basis of financial risk taking. Neuron, 47:763–770.
  • Lane, V. ve Scott, S. (2007). The neural network model of organizational identification. Organizational Behavior and Human Decision Processes, 104(2):175–192.
  • Laureiro-Martínez, D., Brusoni, S., Canessa, N. ve Zollo, M. (2015). Understanding the exploration-exploitation dilemma: An FMRI study of attention control and decision-making performance. Strategic Management Journal, 36(3):319-338.
  • Laureiro-Martínez, D., Venkatraman, V., Cappa, S., Zollo, M. ve Brusoni, S. (2015). Cognitive neurosciences and strategic management: Challenges and opportunities in tying the knot. Cognition and Strategy Advances in Strategic Management, 32:355-374.
  • Lee, N., Broderick, A.J., ve Chamberlain, L. (2007). What is ‘Neuromarketing’? A discussion and agenda for future research. International Journal of Psychophysiology, 63(2):199-204. Lee, N. ve Chamberlain, L. (2007). Neuroimaging and psychophysiological measurement in organizational research: an agenda for research in organizational cognitive neuroscience. New York Academy of Sciences, 1118:18-42.
  • Lent, R. (2010). Cem bilhões de neurônios? Conceitos e fundamentos da neurociência (2nd Edition). Atheneu: São Paulo.
  • Liang, T.P. (2012). Cognitive neuroscience in information systems research. Pacific Asia Journal of the Association for Information Systems, 4(1).
  • March, J.G. (2018). Some thoughts on the development of disciplines, with particular attention to behavioral strategy, Behavioral Strategy in Perspective (Advances in Strategic Management), Bingley, UK: Emerald Publishing Limited, 2:13-21.
  • Mintzberg, H. (1978). Patterns in strategy formulation. Management Science, 24(9):934-938.
  • Mintzberg, H. ve Lampel, J. (1999). Reflecting on the strategy process. MIT Sloan Management Review, 40(3):21-30.
  • Mintzberg, H., Ahlstrand, B. ve Lampel, J. (1998). Strategy Safari. London: Prentice Hall.
  • Niven, K. ve Boorman, L. (2016). Assumptions beyond the science: Encouraging cautious conclusions about functional magnetic resonance imaging research on organizational behavior. Journal of Organizational Behavior, 37 (8):1150-1177.
  • Nord, W.R., Hardy, C., ve Clegg, S.R. (2006). The Sage Handbook of Organization Studies. London: Sage.
  • O’Connor, M.K. ve Netting, F.E. (2009). Organization Practice. New Jersey: John Wiley & Sons Inc.
  • Peteraf, M.A. (1993). The cornerstones of competitive advantage: A resource-based view. Strategic Management Journal, 14 (3):179-191.
  • Platt, M.L., ve Glimcher, P.W. (1999). Neural correlates of decision variables in parietal cortex. Nature, 400(6741):233-238.
  • Plotnik, R., ve Kouyoumdjian, H. (2013). Introduction to Psychology. Cengage Learning.
  • Plotnik, R. (2009). Psikolojiye Giriş, (Çev. Tamer Geniş), İstanbul: Kaknüs Yayınları.
  • Porter, M.E. (1980). Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York: Free Press.
  • Porter, M.E. (1985). Competitive Advantage: Creating and Sustaining Superior Performance. New York: Free Press.
  • Powell, T.C. (2011). Neurostrategy. Strategic Management Journal, 32(13), 1484-1499.
  • Polowczyk, J. (2012). Nowe wyzwania-strategie: Behawioralna i neurostrategia. P z g ą O g z j , 12:7-11.
  • Quinn, J.B. (1980). Strategies for Change: Logical Incrementalism. Homewood, Ill, Richard D. Irwin.
  • Ramachandran, V. (2004). A Brief Tour of Human Consciousness. New York: Pi Press.
  • Robertson, D.C., Voegtlin, C., ve Maak, T. (2017). Business Ethics: The Promise of Neuroscience. Journal of Business Ethics, 144:679-697.
  • Robinson-Riegler, B., ve Robinson-Riegler, G. (2016). Cognitive Psychology: Applying the Science of the Mind. Pearson.
  • Rock, D. ve Schwartz, J. (2007). The neuroscience of leadership. Reclaiming children and youth. Brain and Behavior, 16(3):10-17.
  • Rumelt, R.P., Schendel, D., ve Teece, D. (eds). (1994). Fundamental Issues in Strategy: A Research Agenda. Boston, MA: Harvard Business School Press.
  • Rumelt, R.P. (1974). Strategy, structure, and economic performance division of research, Boston, MA: Harvard Business School.
  • Sadler, P. (2003). Strategic Management. Oxford: Kogan Page Limited.
  • Senior, C., Lee, N., ve Butler, M. (2011). Organizational Cognitive Neuroscience. Organization Science, 22:804–815.
  • Smith, E. ve Kosslyn, S.M. (2017). Bilişsel Psikoloji. (M. Şahin) Ankara: Nobel.
  • Smith, A. (1993). İnsan, Yapısı ve Yaşamı (Çev. Erzen Onur ve Nida Tektaş), İstanbul: Remzi Kitapevi.
  • Spencer, R.M., Zelaznik, H.N., Diedrichsen, J., ve Ivry, R.B. (2003). Disrupted timing of discontinuous but not continuous movements by cerebellar lesions. Science, 300(5624), 1437-1439.
  • Schoeff, R. W. (1972). challenge for tomorrow's managers. In Mont Nutr Conf Proc.
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There are 78 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Conceptual Articles
Authors

Fulya Almaz 0000-0002-1537-3278

Publication Date December 30, 2022
Submission Date September 29, 2022
Published in Issue Year 2022 Volume: 3 Issue: 2

Cite

APA Almaz, F. (2022). Nörobilimin Stratejik Yönetim Alanındaki İzdüşümü: Nörostrateji. Sosyal Mucit Academic Review, 3(2), 333-352. https://doi.org/10.54733/smar.1181841