Investigating task and risk orientations in social behavior in networks: a fuzzy set-based model connecting natural and social sciences

Abstract

This research extends the discourse of Behavioral Operations Management to relate human behavior in social networks with the behavior of fish ecosystems. Using the theory of swarm intelligence, a comprehensive model is presented setting forth the basic theoretical framework for both firms and fish, and identifying the analogous environmental factors and cultural values. It is posited that fish social behavior is dependent upon the work of consumption and energy involved in foraging. Comparatively, for organizational units the cultural values of task and risk orientations influence the development of social networks. Fuzzy set-based rules are used to conduct the analysis and it is found that the results for organizations and fish are similar with both risk and task orientations shown to affect social network behavior with an acceptable certainty of belief. Low risk to foraging and small need for consumption for fish do not send them from the safe haven reef. The fish self-organization which tends to follow collective behavior based on a looser rule system was more dominated by risk taking contributing to its social networking. Overall, the organization’s units responded to high risk taking as contributing to the social network behavior but also a high level of task orientation fostered social behavior. Several theoretical, empirical and practical contributions are discussed.