Operations Management

A Neuroanatomical Approach

to Exploring Organizational

Performance

David Gillingwater and omas H. Gillingwater

ABSTRACT

Insights gained from studying the human brain have begun to open up prom-

ising new areas of research in the behavioural and social sciences. Neuro-

science-based principles have been incorporated into areas such as business

management, economics and marketing, leading to the development of ar-

ticial neural networks, neuroeconomics, neuromarketing and, most recent-

ly, organizational cognitive neuroscience. Similarly, the brain has been used

as a powerful metaphor for thinking about and analysing the nature of or-

ganizations. However, no existing approach to organizational analysis has

taken advantage of contemporary neuroanatomical ...