ESCP Europe

Langue

English

Publication year

01/08/2024

Highlights •Using data from 27 in-depth interviews with senior executives, we conclude that intuitive strategic decision-making can be effective, and we reveal the contextual moderators that make intuition more, as well as less reliable.•We uncover the contextual factors that make executives more likely to use intuition during strategic decision-making.•We underscore the critical need for empirical research on intuition to account for the contextual influences of the decision-maker(s), as well as the characteristics of the decisions they make, their firms, and the environmental conditions they face.•We derive a series of testable hypotheses to support future quantitative work and to help to build a robust body of empirical evidence, to guide executives towards more effectively applying their intuition.•We provide important insights for practitioners, emphasizing the need for business schools to develop awareness and understanding of intuition, and for executives to embrace intuition. We also stress the need for executives to be aware of the boundaries and limitations of their expertise.