Jorge Bachs believes that companies are increasingly competing on the basis of their ability to assess subjective and emotional factors in decision making. For the professor in the area of Financial Economics and Accounting at the University of Barcelona, who better knows how to use values that transcend a linear logic in their business policies will start with an advantage over their competitors.


“The most common mistake in decision-making is usually to focus on objective factors and to underestimate or not sufficiently take into account the subjective factors that are in the emotional area. We must keep in mind the maximum number of variables, some of them are fully objective and quantifiable and others are very subjective, but also measurables”. Bachs made these reflections during his reception as corresponding academician of the Royal European Academy of Doctors-Barcelona 1914 (RAED), that was celebrated in Barcelona the 8th of November.


The recipient read the entry speech “Incertidumbre y neurociencias: pilares en la adopción de decisiones” (Uncertainty and neuroscience: pillars in decision making). On behalf of the RAED responded the full academician and president of the Royal Academy of Economics and Financial Sciences Jaime Gil Aluja. The academician, acknowledged for his contributions in the field of fuzzy logic, praised the work of the RAED and its president, Alfredo Rocafort, in the scientific outreach.