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| Author: | Urbany, J. Montgomery, D. |
| Title: | Rational strategic reasoning: an unnatural act? |
| Journal: | Marketing Letters
1998 : AUG, VOL. 9:3, p. 285-299 |
| Index terms: | MARKETING STRATEGY MANAGEMENT |
| Language: | eng |
| Abstract: | The authors review recent literature on competitive reactions and strategic thinking and offer several observations. Evidence is mounting that strategic thinking is an unnatural act, made difficult by natural individual biases and organizational roadblocks. In addition, it is possible that uncertainty about competitive behaviour is caused by and contributes to informal and incomplete competitive intelligence. The authors propose a simple model which suggests a potential path dependency in a firm's intelligence gathering, driven by the inertia of its past decision-making. |
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