Managerial attitudes towards strategic decisions: maximizing versus satisficing outcomes

Presents and compares two contrasting managerial attitudes towards strategic decisions. The first attitude is called maximizing behaviour, and it is founded on a set of assumptions that are unattainable in real‐world decision making. The use of this attitude invariably results in a failed strategic decision. The second managerial attitude is called satisficing behaviour, and its use is demonstrably conducive to strategic decision success. Applications of real‐world successful and failed strategic decisions tend to confirm the case for satisficing behaviour in quest of successful strategic outcomes.