Behavior in Behavioral Strategy: Capturing, Measuring, Analyzing

In M. Augier, C. Fang & V. Rindova (Eds.), Behavioral Strategy in Perspective (Vol. 39, pp. 221-246): Emerald

26 Pages Posted: 1 Nov 2018

See all articles by Charlotte Reypens

Charlotte Reypens

University of Texas at Dallas - Department of Organizations, Strategy & International Management

Sheen S. Levine

University of Texas at Dallas; Columbia University

Date Written: October 7, 2018

Abstract

Measuring behavior requires research methods that can capture observed outcomes and expose underlying processes and mechanisms. In this chapter, we present a toolbox of instruments and techniques we designed experimental tasks to simulate decision environments and capture behavior. We deployed protocol analysis and text analysis to examine the underlying cognitive processes. In combination, these can simultaneously grasp antecedents, outcomes, processes, and mechanisms. We applied them to collect rich behavioral data on two key topics in strategic management: the exploration exploitation trade-off and strategic risk-taking. This mix of methods is particularly useful in describing actual behavior as it is, not as it should be, replacing assumptions with data and offering a finer-grained perspective of strategic decision-making.

Keywords: Experiments; protocol analysis; text analysis; exploration-exploitation; risk

Suggested Citation

Reypens, Charlotte and Levine, Sheen S., Behavior in Behavioral Strategy: Capturing, Measuring, Analyzing (October 7, 2018). In M. Augier, C. Fang & V. Rindova (Eds.), Behavioral Strategy in Perspective (Vol. 39, pp. 221-246): Emerald, Available at SSRN: https://ssrn.com/abstract=3251383

Charlotte Reypens

University of Texas at Dallas - Department of Organizations, Strategy & International Management ( email )

800 West Campbell Road
SM 43
Richardson, TX 75080-3021
United States

Sheen S. Levine (Contact Author)

University of Texas at Dallas ( email )

2601 North Floyd Road
Richardson, TX 75083
United States

Columbia University ( email )

3022 Broadway
New York, NY 10027
United States

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