The Use of Intuition in the Sponsorship Decision-Making Process

• DOI: 10.7903/cmr.10174
• Publication Date: 2014-07-04T09:12:15Z
• Authors: Deborah Delaney; Chris Guidling; Lisa McManus
• Keywords: Intuition; Decision-making; Decision process

This study examines the use of intuition in sponsorship decision-making and seeks to identify factors affecting intuition’s process. Findings support view that plays an important role decision-making. Support is also provided for expectation large organisations with more formalised processes less intuitively based. Furthermore, place high importance on a trusting relationship when entering into arrangement relatively levels intuition. An association was found between three aspects risk exposure decision-making.
 advances our understanding nature The has been examined investment literature but not literature, recent calls greater analytical procedures decision-making, it appears there considerable potential decision-makers area draw points focus raised this study.
 
 Keywords: Sponsorship Decision-Making, Intuition, Investment Marketing Strategy, Trust, Risk
 To cite document: Deborah Delaney, Chris Guidling, Lisa McManus, "The Use Intuition Decision-Making Process", Contemporary Management Research, Vol.10, No.1, pp.33-58, 2014.
 Permanent link document:
 http://dx.doi.org/10.7903/cmr.10174