BRESSAN, Flávio    TOLEDO, Geraldo Luciano. The influence of personal characteristics of the entrepreneur on the strategic choices and the decision making process. []. , 13, 3, pp.309-324. ISSN 1984-6657.

Researchers have long attempted to understand the concepts of strategic choices and decisions. One way to analyze this issue is to approach it through the personal characteristics of the entrepreneur. According to the theories of mental models, there are differences in the way entrepreneurs perceive the business environment and make choices and decisions. The connection between mental models and strategic choices and decisions may be one of the main factors leading different entrepreneurs to different perceptions when facing the same business environment. This study aims to discuss this connection through a theoretical approach to the mental models, from the perspective of the temperaments model. The authors conclude that the mental model of the entrepreneur - operational or strategic - may explain their strategic choices and decisions. An understanding of the entrepreneur's mental model can reduce or prevent biases in the strategic analysis of the business environment and promote a more effective process of strategic choices and decisions.

: Strategic Choices; Decision Making Process; Cognitive Style of the Entrepreneur; Mental Model.

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