Animal Spirits Driving Economic Change

Mit diesem Buch legt der Wissenschaftler Dr. Nicolaus A. Berlin den Grundstein für eine Wirtschaftstheorie, die auf Motivation und Instinkten fußt. Berlin präsentiert ein neues Konzept wirtschaftlichen Denkens und Handelns, das sich die nicht-rationalen Aspekte unseres Handelns zunutze macht: die Animal Spirits. Er beleuchtet die Auswirkung psychologischer Faktoren auf unser wirtschaftliches Handeln und zeigt, was uns und unsere Ökonomie tatsächlich antreibt, beeinflusst und immer wieder maßgeblich verändert.

Dr. Nicolaus Berlin is an Animal Spirits driven character. At age 14 he financed his motorbike as a newspaper boy, a first step towards independence. Playing rugby sparked his drive to compete and an urge to form unbreakable bonds with his team. As a trained bouncer he gained deep insights into the most primitive sides of human instincts. Finally, it was his curiosity to make sense of the seemingly irrational forces driving entrepreneurs that triggered his doctoral thesis on animal spirits. Entrepreneurial spirits drive him pioneering uncharted territory, in the scientific world as well as in business.

Preface to editionMALIK The old world is passing away while a new one emerges Economy and society are going through one of the most profound transformations in history. I chose the term "Great Transformation" back in 1997, when the sheer magnitude of this looming transition was already evident. What is narrowly viewed today as a mere financial and economic crisis, can be understood better as the labor pains of a new world of the 21st century. In this new world, organizations will have to reach a higher level of functioning. They will have to function twice as well with half the cost. The new universal challenge is how to best master this unprecedented complexity by using new management. At the same time, money is less important than intelligence, imagination, information, communication and will for creativity. The new knowledge for this, and based on it, new bio-cybernetic solutions are already in existence. Their core is the (r)evolutionary natural laws of self-organization and self-regulation coming from cybernetics and bionics. The ability to understand and make use of these laws is the capital of this new world, as well as the basis for the management of people and organizations. The editionMALIK is the platform for a reliable functioning of organizations in this high complex environment of the 21st century. It is the systemic orientation and navigation tool for leaders who want to plan ahead and control this change Fredmund Malik St. Gallen, January 2010 The doyen of management, Peter F. Drucker, about Malik: "Fredmund Malik has become the leading analyst of, and expert on, management in Europe as it has emerged in the last thirty years - and a powerful force in shaping it. He is a commanding figure - in theory as well as in the practice of management." Introduction by a Behavioral Economist Four generations of economists have left the animal spirits to the devils. Irrational exuberance, financial and economic crises brought economic actors to the brink of the abyss, but economic theory could not integrate these phenomena. George Akerlof and Robert Shiller blame animal spirits as the source of macroeconomic excesses, pushing the term towards a negative perception. This is in contrast to the fathers of animal spirits, Keynes and Schumpeter, who described them as creative and entrepreneurial drives. Dr. Nicolaus Berlin provides evidence that economic theory, which is based on profit maximization, is obsolete. Economic change cannot be explained by profit motives alone; animal spirits are indispensable in this equation. It needs at least seven more motives to spur and drive innovation: The drive for independence, the drive to hunt, the drive to emulate, the drive to compete, the drive to bond, the drive to explore and the drive to create. The captivating chapters of this book open the readers' mind for these subliminal forces. Human nature can now be integrated in economics, as a set of non-rational programs that evolved to aid adaptation to new circumstances and environments. Dr. Berlin explores this revolutionary approach of animal spirits and provides a fundamentally new view of economic motivation. This is a defining moment in behavioral economics. Univ. Prof. Dr. Linda Pelzmann, Head of Behavioral Economics, Alpen-Adria University Klagenfurt/Vienna, -Research Professor and Visiting Scholar at Harvard University, Cambridge, USA Klagenfurt, July 2014 Preface Economy and society are going through The Great Transformation21 as I have named the process of profound changes when I first published its driving forces, patterns and dynamics back in 1997 in my book on Corporate Governance. When diminished expectations and frustration spread, when the economy stagnates and shrinks, when prices appear to find no bottom, when profits are out of reach and the mood is deeply depressed, what still drives entrepreneur

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