Elsita Margoth Chávez García

Abstract

The entry of a new millennium has allowed the creation of a more dynamic and changing environment in Higher Education Institutions, where academic authorities must make decisions, which must be based on a validated theoretical model and with a demonstrated level of effectiveness and based on strategic tools. as Neuromanagment, which aims to enhance performance, through brain capacities, openness to learning, recognition and coding of new options that allow a holistic vision; generating a new business thought characterized by being more human and anchored in an integral and communicational management. Therefore, the objective was to formulate a theoretical proposal for the implementation of neuro-management as a strategic means for making managerial decisions in the universities of zone 3 of Ecuador. The study was based on the experiential introspective epistemic approach, through field research. The methodology was qualitative. The interpretive paradigm and the recommended procedure for category saturation were used, supported by the following methods: constant comparative, theoretical sampling, open, axial and selective coding. The collection, analysis and presentation of data was approached through semi-structured interviews, which were triangulated with participant observation and documentary sources, to guarantee reliability. It was concluded that neuromanagement is directly linked to decisionmaking, when the decision maker applies impulses, intuition and premonition as a way to choose a course of action‎.

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