Entrepreneurial learning through intuitive decision making

This chapter explores entrepreneurial learning from a multi-level organisational learning perspective, with a particular focus on intuitive decision making. Adopting the dual-process view of thinking and reasoning (System 1 and System 2), the chapter highlights the dynamic interplay of intuition and analysis, as well as cognition and affect in the process of the entrepreneurs’ identification and discovery of opportunities through recognition of cues, drawing from their extensive experience and learning base. Through the elaboration of the 4I model (intuiting, interpreting, integrating and institutionalising), a conceptual framework of intuitive entrepreneurial decision making is offered to enhance our understanding of entrepreneurs’ cognition and behaviour.