A Design Cognition Perspective on Strategic Option Generation
ISBN: 978-1-78441-946-2, eISBN: 978-1-78441-945-5
Publication date: 19 August 2015
Abstract
Strategic option generation is a fundamental step in strategy formulation. Several lenses have been proposed to explain its foundations, including the microeconomics positioning school, and the resource and capabilities based view of the firm. These approaches are largely based on inductive and deductive logics, which are not the logics that provide strategic options that are potentially novel, profitable, and largely differentiated from competitive offerings. In this chapter, we propose a unifying framework of the cognitive foundations of strategic option generation. Building on five fundamental cognitive acts – imitation, framing, analogical reasoning, abductive reasoning, and mental simulation, this proposed model both synthesizes the extant literature and provides guidance about promising avenues for future theoretical and empirical research.
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Acknowledgements
Acknowledgments
This research was supported under Australian Research Council’s Discovery Projects funding scheme (project DP130101065) to Chief Investigators Dan Lovallo and Andy Dong. Professor Andy Dong is the recipient of an Australian Research Council Future Fellowship (project number FT100100376).
Citation
Garbuio, M., Lovallo, D., Porac, J. and Dong, A. (2015), "A Design Cognition Perspective on Strategic Option Generation", Cognition and Strategy (Advances in Strategic Management, Vol. 32), Emerald Group Publishing Limited, Leeds, pp. 437-465. https://doi.org/10.1108/S0742-332220150000032014
Publisher
:Emerald Group Publishing Limited
Copyright © 2015 Emerald Group Publishing Limited