Neuro-economics and Strategic Decisions: The Impact on Financial Sustainability of Multinational Enterprises

Neuroeconomía y Decisiones Estratégicas: El Impacto en las Finanzas Sostenibilidad de Empresas Multinacionales

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Kokoete Asuquo - Utuk

More than ever, engaging a multidisciplinary approach in decision-making displays an arsenal of
capacity necessary for success across managerial concerns in all sectors of the economy. Psychology and
economics capturing human behaviors form part of this interdisciplinary research that spans the years though
many are far from this reality. The paper shows the impact of neuro-economics on strategic financial
decisions in multinational enterprises deploying theories of decisions, utility, and expectations across MNCs
in the media industry in Nigeria while addressing the effects of emotions affecting advertising outcomes and
branding, and financial decisions building the theoretical framework from resources from Google Scholar and
Scopus search engines. Utilizing five MNCs as a sample in a population of 15 registered media firms in
Nigeria, the study uses grounded theory methodology and focus group discussions to uncover the reality of
emotional influence on strategic decisions and multiple regression analysis to test for the statistical
significance of independent variables on the dependent variable. The output shows that neuro-economics
contributes significantly to all economic decision-making in all sectors, including the media industry.
Although research generalization is challenging due to economic variations in different markets, the report
posts resourceful information for policy-making decisions, productivity, and wealth creation.

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