New insights about using strategy tools at the Academy of Management Conference #AOM

Stefan Groesser represented the Strategy and Simulation lab at the Academy of Management Conference 2016 in Anaheim, USA. He presented joint projects with colleagues Adrian Stettler and Claus Jacobs on the actual use of strategy tools employing the eye-tracking methodology. The research reveals the learning behavior of users and presents insights about the decision making process while using strategy tools. The findings indicate that different representations of the same tool can influence how the tool is learned and that the gaze data can be used to predict the actual decision made.

eyetracking

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