James G. March has exerted important influence on the initial formulation of organization theory, he was a co-creator of a “behavioral theory of the firm”, and he has contributed oft-cited insights about decision making and learning in and by organizations. Recently, he has written about the history of management research and education (Augier & March, 2011). His books and articles have been cited at least 14000 times in academic journals, and they have influenced everyone who has studied decision making or organizations.
His articles share a characteristic style that involves casual observation rather than systematic empiricism, use of computer simulation, very clear logic, many challenges to prevalent assumptions, and attention-catching phrases. It is ironic that his writing and speaking have exhibited a strikingly high degree of rationality even as he has questioned the rationality of decision making.