Title: A reconceptualisation of strategic decision-making within the realm of entrepreneurial orientation

Authors: Fitri Rini Ariyesti; Sumran Ali; Junwu Chai; Mardawani; Peng Xiaobao

Addresses: School of Management and Economics, University of Electronic Science and Technology of China, China ' School of Management, University of Science and Technology of China, China ' School of Management and Economics, University of Electronic Science and Technology of China, China ' School of Education, College of Teacher Training and Education Persada Khatulistiwa, Sintang, Kalimantan Barat, Indonesia ' School of Public Affairs, University of Science and Technology of China, China

Abstract: The discussion on intuitive and analytical strategic decision-making methods began almost 40 years ago, yet academics have not yet reached a clear conclusion about their role in the entrepreneurial environment. There are various views and scientific findings about this cognitive style. This research examines how cognitive styles shape entrepreneurs' decision-making within the entrepreneurial orientation (EO) framework, and investigates the interaction effect of psychological distance (PD). To explore this relationship, we relied on 300 top-level executives (e.g., CEOs, founders, or business owners) who were responsible for making decisions as respondents in EO. The research findings indicate that each individual has analytical and intuition styles that significantly influence decision-making. Individuals are generally classified as either analytical or intuitive. Both styles are crucial in the context of EO. This study helps top-level executives in decision-making re-evaluate how they deploy analytical and intuitive employees when examining EO at different stages of PD.

Keywords: intuitive style; analytical style; decision-making; entrepreneurial orientation; psychological distance.

DOI: 10.1504/IJEIM.2025.153431

International Journal of Entrepreneurship and Innovation Management, 2025 Vol.29 No.1/2, pp.115 - 146

Received: 16 Mar 2025
Accepted: 19 Dec 2025
Published online: 07 May 2026 *

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