Citations: Gavetti, Giovanni, Henrich Greve, Daniel Levinthal, William Ocasio. 2012. The Behavioral Theory of the Firm: Assessment and Prospects. Academy of ...

When thinking about a firm’s financing and investment decisions ... Winter 2003.) The application of behavioral finance theory to corporate finance is now attracting the attention of a group of ...

But, Morningstar researchers argue, rational behavior goes deeper than dollars and cents. Traditional finance theory would argue that the rational decision stands to make the most profit.

Reinhardt, F. L. "Market Failure and the Environmental Policies of Firms: Economic Rationales for 'Beyond Compliance' Behavior." Journal of Industrial Ecology 3, no. 1 (January 1999): 9–21.