The Integration of Behavioural Science into Business

How to Overcome Resistance to Using It in the Organisation
  • Helena Rubinstein


This is a case study of how behavioural science was introduced into an established business, the challenges of integrating it and the lessons learned for how to apply it. Rubinstein highlights the importance of addressing the concern that behavioural science will disrupt tried and tested ways of working, and the need to change internal mindsets. Behavioural science is not suited for all challenges and the organisation needs to be clear about where and how it adds value. If a company decides to develop a behavioural science function, it is necessary to identify a senior manager to champion the new function and find a leader with behavioural science expertise who can communicate, build and lead a team of specialists. The leader needs to make the case for why using the scientific method to understand human behaviour is more effective than existing approaches.


Innovation Leadership Resistance to change Team building 


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Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Helena Rubinstein
    • 1
  1. 1.Innovia Technology LtdCambridgeUK

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