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James Houran

Managing Director at AETHOS Consulting Group

James Houran

“Dr. Jim” Houran is a 20-year veteran in applied psychological research and a published expert on peak performance, online testing and interpersonal and organizational compatibility. He has authored over 100 articles, and his award-winning work has been profiled by a myriad of media outlets and programs including the Discovery Channel, A&E, BBC, National Geographic, NBC’s Today Show, USA Today, New Scientist, Psychology Today and Forbes.com. He remains a member of the American Psychological Association, the American Psychological Society, the Hospitality Sales and Marketing Association International and the American Hotel and Lodging Association, and serves as Research Professor in the Psychometrics and Statistics Laboratory at the Lusofona University of Humanities and Technologies (Lisbon, Portugal).

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Insights by James Houran (28)

VUCA – Its Meaning and Implications for Hospitality

The US Army War College introduced the term VUCA during the Cold War ― a time when the world was facing especially high levels of volatility, uncertainty, complexity and ambiguity. Since being introduced, this framework has become a trendy acronym that strategic business leaders regularly use to assess the suitability of their environment or market for launching new products, entering new markets, and embarking on other key initiatives.

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