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Business Review

Abstract

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.

Keywords

Metaphor, Brain, Strategy formulation

Creative Commons License

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

Published Online

March 30, 2021

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