Neurostrategy

In recent years, strategy researchers have sought to combine behavioural theories with traditional economic views of the firm. As the behavioural trend continues, insights from behavioural neuroscience will play an increasing role in strategic management. Powell (2011) coined the term ?neurostrategy' to describe research at the intersection of strategic management and behavioural neuroscience. He argued that properly designed research projects in neurostrategy can help researchers to validate strategy constructs, measure variables, test theories and generate new research ideas. He also noted that neurostrategy brings new challenges - for example, interdisciplinary collaborations can be time-consuming and costly, and brain processes are not always the appropriate unit of analysis in strategic management. On balance, neurostrategy can contribute to strategic management if strategy researchers work closely with neuroscientists on targeted research problems for which brain imaging, neuropharmacology and other neuroscientific methods can provide behavioural insights.