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| Author: | Combe, I.A. Greenley, G.E. |
| Title: | Capabilities for strategic flexibility: a cognitive content framework |
| Journal: | European Journal of Marketing
2004 : VOL. 38:11-12, p. 1456-1480 |
| Index terms: | Cognition Competitive advantage Marketing Marketing strategy |
| Freeterms: | Dynamics |
| Language: | eng |
| Abstract: | The article develops a theoretical cognitive content framework that postulates relationships between different ways of thinking about strategy and different information processing demands. The authors outline how the contrasting beliefs of decision makers may influence their capabilities to generate different hybrid forms of strategic flexibility at the cognitive level. |
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