Cognitive or affective thinking? Between hard data and foreboding – modern business dilemmas Cover Image

Myślenie kognitywne czy afektywne? Między danymi twardymi a przeczuciem – dylematy współczesnego przedsiębiorcy
Cognitive or affective thinking? Between hard data and foreboding – modern business dilemmas

Author(s): Tomasz Heryszek
Subject(s): Economy
Published by: Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu
Keywords: marketing research; small and medium enterprises; affective and cognitive thinking

Summary/Abstract: More than 96% of all enterprises in Poland are micro-enterprises. They do not have marketing departments. There is no marketing budgets and money for research of the market in such structures. Business decisions are mainly taken by the owners. It is worth taking interest in the process of decision taking, especially if it is a process based on cognitive thinking, dispassionate analysis of indicators, and realistic assessment of all factors having influence on enterprise or, on the contrary, the decisions having affective basis, based on emotions nad intuition of an owner.

  • Issue Year: 2011
  • Issue No: 236
  • Page Range: 33-41
  • Page Count: 9
  • Language: Polish
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