A Study on Mechanisms of Strategic Decision-Making Based on Entrepreneur´s Mental Model

In recent years, there have been increasing researches on the irrational, subjective and perceptual aspects of strategic management, indicating the influence of perceptual factors such as value, emotion and feelings on strategic decision-making. Based on a rational perspective, current mental model is divided into belief and knowledge and is regarded as a mechanism to explain human perception, decision-making and behavior. However, it has neglected how emotion and feelings can affect expectation in decision-making and the processing of information. Therefore, this article will try to construct a mental model based on the interaction of rational and irrational as well as subjective and objective factors. This model consists of five phases, namely belief, value, schema, emotion and feeling. Attempts will also be made to build a strategic decision-making mechanism based on the mental model of entrepreneurs.