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Behavioral decision biases effects on entrepreneur success internationally: the case for exportation in the African Diaspora
This study explores how the psychological characteristics of entrepreneurs while making decisions can influence firm exports. Contrary to conventional strategy, the assumption of behavioral strategy is that humans possess limited cognitive information processing capabilities and are prone to making biased judgments based on heuristic and shortcuts (Tversky & Kahneman, 1974; March & Simon 1958). Variance was found while empirically testing theory on entrepreneurs located in distinct regions of Africa; e.g. North African and Sub-Saharan African nations. This study highlights how individual cognition can scale to collective firm cognition influencing to what extent firms expand across their country borders.