Title: Trying to make rational decisions while employing intuitive reasoning: a look at the due-diligence process using the dual-system reasoning model

Authors: Galit Klein

Addresses: Department of Organizational Management, Kinneret Academic College in the Jordan Valley, under the Auspices of Bar-Ilan University, Israel; Department of Economics and Business Administration, Ariel University, Ariel 40700, Israel

Abstract: The main goal of this study is to analyse the utilisation of dual-system reasoning when assessing new ventures. Particularly, the study examined whether investors activate only 'system 2' and apply rational rules during their due-diligence, or if they employ 'system 1' as well, and also use intuitive reasoning during this assessment. Interviews with venture capital managers reveal that during due-diligence investors apply both systems, simultaneously. Investors make abundant efforts to acquire data about the ventures' capabilities and its managers. They then apply actuarial models to decide whether to invest in the company or withdraw. Nonetheless, during these inspections investors also assess the company in regard to its ability to gain symbolic capabilities, which are representative signals, indicating the application of intuitive reasoning to evaluate the company. The results also indicate when there is a discrepancy between the two systems investors find it hard to ignore 'system 1'.

Keywords: venture capital; entrepreneurship; biotechnology ventures; intuitive reasoning; two-system model; decision making theory; rational decisions; dual-system reasoning; investment; due diligence; new ventures; new venture evaluation.

DOI: 10.1504/IJEIM.2016.077962

International Journal of Entrepreneurship and Innovation Management, 2016 Vol.20 No.3/4, pp.214 - 234

Accepted: 26 Oct 2015
Published online: 26 Jul 2016 *

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