Understanding the Perspective of Behavioral Economics’ Planning Fallacy in Improving Business Strategy for Kopi Bon



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Submitted May 4, 2021
Published May 25, 2021
10.24018/ejbmr.2021.6.3.873

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In seeking differentiation value, Small Medium Enterprises tend to have limitations which hinder their way in developing the business strategy. As an SME that has established its two-year business operation—Kopi Bon is being analyzed and investigated from the perspective of behavioral economics’ Planning Fallacy—as it shows that the planning process is filled with distortion made from judgments as a result of behavioral biases. The study revealed how cognitive biases that involve planning fallacy as a supporting theory influences the company’s decision-making process—where later could be affected to the decision making in terms of operational activities which comprises of the quality of products and services, to the company’s branding. Also, the study reveals how understanding planning fallacy would make improvement towards business strategy to survive within the pandemic of COVID-19.

Keywords: Planning Fallacy, Small Medium Enterprises, Decision Making, Cognitive Biases, COVID-19

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