ABSTRACT
Historically, the value of intuition in strategic marketing has been devalued. Consequently, the aim of this paper is to investigate empirically and articulate the ways in which the heuristic of intuition can prove, and is proving, helpful to marketing managers involved in making strategic-level decisions. Drawing upon extensive interviews conducted with marketing managers, we explore the extent to which intuitive insights are privileged over systematic, rational, logical evaluations. Our data evidence how intuition-led decision making becomes a powerful tool in instances where there is a paucity of data, when options are manifold, when the future is uncertain and when the logic of strategic choice needs to be confirmed. Ultimately, the paper seeks to place a new and affirmative subjectivity within the realm of marketing strategy that respects and legitimises the power of intuitive insight.
