Page 1 of 7
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 07 Issue 05
May 2019
Available online: https://ejbss.org/ P a g e | 374
Visual Monikers in Entrepreneurial Choices
Colonel J Satpathy 1
, Prof Prabhati Pati 2
, Prof Ahalya Hejmadi 3
,
Prof Sayalee Gankar 4
and Dr Shishuka Malhotra 5
1. Faculty, NDA, Pune (India), jyotisatpathy@gmail.com
2. Director, Centre for Management Studies, ASCI, Hyderabad (India), ppati@asci.org.in
3. Professor, Behavioural Sciences & Psychology, University of Maryland (USA), ahalyahejmadi@gmail.com
4. Dean, School of Management, World Peace University, Pune (India), sayleegankar@gmail.com
5. Director, Center Of Mind, Brain & Behavioral Medicine, Ohio, (USA), smalhotra@nb-cr.com
‘When you have to make a choice, the first step should be to get all the
data necessary for the choice. Once you have the data, you
have to decide, and this is best done with conscious thought for simple
choices, but left to unconscious thought – to 'sleep on it' – when the choice
is complex.’
Ap Dijksterhuis
Abstract
Proficiency postures are inevitable part of entrepreneurial activities. Making cogent strategic choices is a
entrepreneurial action. Entrepreneur plays substantial role in gainful advance with initiative, skill and motivation
to express and execute. Any iteration of proficiency, as an anthropological endeavour, would need some
explanation of substrates, mechanisms and variable effects. Exploration on entrepreneurial neuro - oriented
judgment has extended from neuro - oriented comportment to rational approach with focus on processes that
ensue prior to response. Any prototype, in VUCA continuum, accounts for verdicts that aid neuro - oriented
‘deciding to decide’, ‘choosing to choose’, ‘deciding to choose’ and ‘choosing to decide’. These are ‘bordered
boundaries’ wherein entrepreneur has to arrive at optimal judgment. Entrepreneurs make judgments that involve
optimising trade - offs to weigh merits and demerits of all alternatives. There are unresolved problems in state of
VUCA. Issue is how to optimize judgment-making in VUCA arena? In this paper, rational neuroscience
techniques have been incorporated to explain neural basis of cogent strategic choice - making and examine
processes in entrepreneur’s brain. Aim is to present overview of some tools for neuro - choice research; eye
movements. Objective is to develop prevue into analytical processes involved. Methodology involves examining
theoretical background and research method of eye movements. Tobii eye tracking equipment has been used to
measuring point of gaze and eye. Paper emphasises on neuro - ophthalmic’ perspectives to understand how eye
movements articulate choice making regardless of vicissitudes. In empirical part, questionnaire was circulated
amongst 36 entrepreneurs to bring about near - perfect distribution of respondents from arena of entrepreneurs in
VUCA - menacing world. For clinical tests, 15 volunteer respondents were chosen who were free from any
medical or clinical restrictions. Purpose is to establish that visualisation movements have contributory stimulus
on entrepreneurial judgment. Major finding is that entrepreneurs’ decide, deal with risks and uncertainties,
Page 2 of 7
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 07 Issue 05
May 2019
Available online: https://ejbss.org/ P a g e | 375
create options, address potential responses to problems and evaluate strengths and weaknesses of each
prospective action using visualisation tracking / tracing and gazing.
Key Words: Neuro - Moniker, Entrepreneurial Judgment, VUCA and Visual Movements.
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Introduction
Proficiency postures are inevitable part of individual activities with daily life being a sequence of proficiency
postures. Distinctively, researchers are interested in conventions, beliefs, conducts and strategies to make
proficiency postures. Any iteration of proficiency as an anthropological endeavour would need explanation of
substrates, mechanisms and variable effects of emotional influence upon rational functions operative in
proficiency posture-making processes relevant and relative to ecological resources. Cognition considers sources
of data before proficiency posture. Nonetheless, how does it do this? Why does process sometimes go awry,
causing impulsive, indecisive and confused proficiency postures that lead to potentially dangerous comportments?
Competence VUCA - oriented neuro - entrepreneurial proficiency posture making offers tools for modeling
comportment. With different disciplines approaching through characteristically different techniques and
substantial advances, question of how we design and how we have to craft judgments / proficiency postures has
engaged researchers for decades. This research investigates neural bases of proficiency posture predictability and
value, parameters in Proficiency of expected utility. Competence - multiple - systems approach to proficiency
posture - making, in turn, influences Proficiency, a perspective strongly rooted in organisational psychology and
competence science. Integration of these offer exciting potential for construction of near - accurate models of
proficiency posture - making.
Choice making is one of the simplest act of human comportment mainly because in a days’ time a person takes
minimum a hundred choices big and small; Impactful choices those have influence on a large number of
situations, time, people and resources need a thoughtful mind, capacity to understand the dynamics between
seemingly unrelated variables and a high level of intellect and of course positive intentions. However, most of the
day to day choices are routine, short term and in general are not considered choices at all. Entrepreneurial choices
specifically strategic choices need a systems thinking approach, a macro perspective, a kind of
philosophical/spiritual detachment and a higher level thinking pattern where choices have a higher order purpose
Page 3 of 7
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 07 Issue 05
May 2019
Available online: https://ejbss.org/ P a g e | 376
and is beyond the personal / professional needs of individuals. It happens at the neuro level which means quite to
a large extent it is beyond the control of individual manipulative comportment. Thus, high level choices are
expected from individuals those have professional personal maturity, integrity and the competence needed to see
things beyond their life time. What we refer to as ‘big picture’. A high level choice making capability thus
requires the capacity to process a fairly large amount of data, memory, learning, discarding /eliminating unwanted
data and appropriate use of useful data available while very well knowing that a part of data is still not available
with choice makers. Thus the need to use gut feelings, emotions, intentions, become necessary to validate our
thoughts and plan of action leading to concrete choices and confidence in those choices as well. Various
parameters; tangible and intangible aspects have to be cognitively processed in order to arrive at robust a choice
which affects large number of stakeholders.
It is an empirical fact that natural sciences have progressed when they have taken derived principles as point of
departure, instead of trying to discover essence of things. VUCA - oriented neuro - entrepreneurial proficiency
posture making has its origins in two places; in events following neoclassical VUCA - oriented neuro -
entrepreneurial revolution of 30s and in birth of rational Competence science during 90s. Over the initial decade
of its existence, VUCA - oriented neuro - entrepreneurial proficiency posture making has engendered strident
debates of two kinds. First, researchers have argued over whether the synthetic field offers benefits. Second,
researchers have argued over which form VUCA - oriented neuro - entrepreneurial proficiency posture making
ought to acquire. Question is how entrepreneurs make (VUCA - oriented neuro - entrepreneurial) proficiency
postures. These are generally examined through the conceptions of emotions, passion, trust, cognition,
negotiation, conflict, underlying cognitive mechanisms, cognitive biases, inter - generational impact of values,
intentions, stress and uncertainty, data visualizations, user interfaces scheme, macro - cognition, reasonable
artificial intelligence, oriented methodology for big data and risk management.
VUCA - Orientation: Entrepreneurs mark VUCA - oriented proficiency posture in complex situations. This
marker has alternatives and must choose best alternative (optimised combination). When made, events may have
occurred (maker has no control). Each (combination) of alternatives result in some quantifiable significance.
Diverse preference orderings and proficiency postures possibly surface depending on which cognition paths are
activated. This conceivably contradicts VUCA - oriented neuro - entrepreneurial postulate that one complete
preference ordering provides sufficient data to predict proficiency posture and comportment.
Consistency properties are internal to VUCA posture that describes comportment. There are four requirements
for rational component of VUCA posture. It must be capable of filling need for personal level explanation of
causes of posture. Second, it must provide intentional explanation. Third, it should be capable of linking VUCA -
