A behavioral approach to strategy—what's the alternative?
论证战略领域的经济与行为方法之间的分歧是虚假的，因为任何非琐碎问题都需要先进行行为表征，然后才能运用理性方法。作者将理性视为一个过程，探讨不同不完美机制在指导选择和行为中的优劣，旨在连接行为与经济方法，并桥接规范框架与理论方法。
Abstract The strategy field has generally been viewed as somewhat fragmented with the primary ‘fault line’ stemming from the divide between economic and behavioral approaches. It is argued here that this is a false divide as any but the most trivial problems require a behavioral act of representation prior to invoking a deductive, ‘rational’ approach. In this sense, all approaches are behavioral. Once we recognize rationality as a process, then the pragmatic question becomes which among the imperfect mechanisms to guide choice and behavior may be more or less preferred. Such a viewpoint not only serves to help span the chasm of behavioral and economic approaches, but it may also connect the applied normative frameworks and approaches within the field to more theoretically grounded approaches. Copyright © 2011 John Wiley & Sons, Ltd.