Neuroleadership and neuromarketing: Neuroscientific variables of organizational success
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This article analyzes the convergence of neuroleadership and neuromarketing as emerging disciplines grounded in neuroscience applied to organizations. Drawing on the theoretical frameworks proposed by Rock (2007) and Zaltman (2002), the neuroscientific variables that determine success in business management are identified and described: clarity, emotional management, and psychological safety (in leadership), as well as visual impact, emotional connection, and subconscious influence (in marketing). An integrative model is proposed that articulates both disciplines through five axes: strategic communication, neuroscientific decision-making, emotional experiences, safe environment, and personalization. The findings suggest that leaders who understand the brain mechanisms of both team and customer are more effective in complex organizational environments. The theoretical review is supported by empirical evidence from cognitive neuroscience, organizational psychology, and consumer behavior research.
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
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