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has been cited by the following article:

• TITLE: From Behavioral Strategy to Emotional Strategy: It Is Time to Use Emotions as a Competitive Advantage

  AUTHORS: Santiago Urio, Raquel Redondo Palomo, Diana Gavilan

  KEYWORDS: Strategic Management, Business Strategy, Behavioral Strategy, Emotional Strategy, Business Stakeholders, Cognitive Bias

  JOURNAL NAME: Open Journal of Business and Management, Vol.11 No.1, January 20, 2023

  ABSTRACT: This paper reviews relevant research from various disciplines: business stakeholders, behavioral strategy, and stakeholder motivations to propose a holistic and integrative approach to the discipline of business strategy formulation. The purpose is to propose a holistic view of the formulation of business strategies focused on fulfilling the emotional needs of business stakeholders and provide a framework for future research. There is an opportunity to develop successful business strategies by considering two dimensions: On the one hand, considering the motivations and aiming to fulfill the needs of all company stakeholders not purely economic return. On the other hand, among these motivations, emotional needs have an increased role particularly in the developed world were a significant part of the physiological needs are already covered. The article opens a new avenue for future business strategy research. By delivering socioemotional value to stakeholders, companies can complement the current economic based approach and create additional sustainable competitive differentiation.