The book is an exploration of recent advances in neuroscience and their implications for the conduct and management of business. This means everything from ideation to selling, and understanding its context will necessitate a tour of many ‘neuro’ disciplines relevant to business.
The book's fundamental premise is that management thinking, and much else besides, has been unaccountably slow to focus on the human brain as the primary decision engine for innovation and change, and the implications of its biological nature and functional constraints are only just beginning to be interpreted in a new cadre of multidisciplinary academic fields.
Neurobusiness aims to explore and advance this fascinating topic and as such, will be illuminating reading for students, researchers and practitioners across a range of disciplines.
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Stephen Rhys Thomas is Senior Lecturer in Digital Innovation and Differentiation at The University of Southampton, UK
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