This article explores the use of literature, film, and other nontraditional materials in the business curriculum to establish a complementary humanities perspective in management education. Borrowing from the rich tradition of literary criticism, the authors introduce the concept of coduction to provide a different model of the critical thought processes required to develop necessary business judgment—how we apprehend instances of "real" life and manufacture from them the lessons that inform action. The authors demonstrate that fiction—literature and film, in particular—provides the best medium for engaging and examining these thought processes in the classroom.
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