This paper aims to examine the research conducted between 1938 and 2023 on applying Gestalt principles in management research, focusing on publishing and citation trends in this field.
A systematic literature review was conducted using PRISMA criteria, forming a three-phase strategy. A total of 394 articles from the Scopus database were reviewed. Bibliometric analysis involving co-citation and co-word analysis was used to explore the intellectual structure of the research area.
Eight application clusters were identified through co-citation analysis using Gestalt as a keyword. Co-word analysis revealed key themes and keywords over the period. Substantial literature exists on topics like organization, strategy, physical servicescape, coaching, learning and human resource management. However, Gestalt principles are minimally applied to online retail, social media, website design, mobile app design and emerging areas like Industry 4.0.
The study suggests that Gestalt principles can enhance marketing, communication, decision-making and leadership, according to the study. Understanding Gestalt concepts and how different industries adapt and apply them helps enable cross-industry learning, where successful strategies from one sector can be creatively implemented in others to solve problems.
This study fills a significant gap in the literature by highlighting the underexplored application of Gestalt principles in emerging business and management sectors. It provides a comprehensive discussion on future research directions and identifies specific areas where Gestalt principles can be innovatively applied, offering fresh insights and expanding the theoretical and practical understanding of their utility in modern business contexts.
