Analytic and Non-Analytic Decision Making in Novice & Expert Entrepreneurs. A comparison across entrepreneurial scenarios

Sammanfattning: This study explores entrepreneurial decision-making with respect to non-analytic and analytic behaviour among novice and expert entrepreneurs. In order to understand and categorise subcomponents, or strategies, of these two styles of decision-making think-aloud protocols were used. By exploring and comparing behaviour within various entrepreneurial scenarios, and segmenting it using precise categories of cognition, this study adds to existing literature by offering more descriptive value to our understanding of entrepreneurial decision-making. In doing so, it offers insight for novices curious about the thought-processes preceding expert entrepreneurs’ decision-making.