This article calls attention to the recent appearance of Don Quixote in the "real world" of economics, business management, and leadership development as a new, but mostly unnoticed chapter in the reading history of Cervantes's work. Providing an overview of this relatively new phenomenon, the article focuses on the pervasive influence of an unlikely defender of the "romantic approach": Stanford Graduate School of Business professor James March, an acclaimed intellectual and founding member of the revolutionary School of Behavioral Economics, whose original use of Don Quixote in leadership studies was ironically meant to provide a humanist antidote to the spread of leadership studies itself.
Copyright © 2017 Cervantes Society of America. This article first appeared in Cervantes: Bulletin of the Cervantes Society 37:1 (2017), 11-31.
Hermida-Ruiz, Aurora. "Los nuevos románticos: Don Quijote en la economía irracional, la gestión empresarial y el liderazgo." Cervantes: Bulletin of the Cervantes Society 37, no. 1 (2017): 11-31. doi:10.1353/cer.2017.0002.