Business Review


This theoretical paper focuses on brain as a metaphor for studying the process of strategy formulation. The paper argues that when individuals within organizations use brain to self-reflect the uncertainty in the environment, the organization are in better position to meet the competitive advantage.


Metaphor, Brain, Strategy formulation



Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Published Online

March 30, 2021



Publication Stage



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