Intuition as value creation cognitive engine on the entrepreneurial innovation: an integrative review

Abstract

The literature points to studies on the relevance of intuition as a cognitive process that promotes creativity, producing innovations in decision-making. Field studies are considered important in organizations where processes are oriented by goals and performance and require new ways of solving problems, accelerating the process through new heuristics, improving decision-making results, and creating new ways of planning products. Intuition is an incremental or disruptive cognitive process that builds new ways of seeing problem-solving, which results in the adoption of ideas that are elaborated and filtered for their operability in situations of greater complexity. This work aims to point out the impacts of this cognitive process of the intuitive individual, due to its plasticity, in its induction in the team-oriented towards value creation. Scientific research points out that intuitive processes' emphasis, appreciation, and stimulation promote creativity, which constitutes the basis and input for innovative products. Notably, in new product development (NPD), the adoption of intuition has been emphasized as a facilitator of team creativity, thus generating innovation, an essential factor in entrepreneurial behavior. In this context, studies show that mindfulness is a method adopted to access our unconscious processing and intuition. Another aspect researched in this review is the biological basis of intuitive and creative analysis. In this way, the authors of this article seek to understand how intuition and creativity can act in the creation of value in entrepreneurial innovation and the neurobiological bases of the theme in question.