Quo Vadis, Behavioral Strategy? A Conceptual Framework, Review, and Research Agenda

Behavioral Strategy (BS) is a field that merges psychology with strategic management theory and practice. Despite the importance of BS and its increasing popularity within strategic management, no contributions provided a comprehensive and systematic analysis of BS that reflects the richness of the research, while at the same time taking steps towards synthesizing it into a cohesive, overarching framework and proposing a future agenda. Departing from the historical roots of BS, we then perform a thematic analysis of 204 scientific papers. We then develop a conceptual framework specifying antecedents, mechanisms, moderators, and outcomes of BS identified in the literature to date. Our study shows where research has made the most progress and where gaps remain. Based on this analysis, we propose a forward-looking research agenda for future research.