Cognitive Analysis of the Industry Environment and Its Alignment with the Organization's Vision

Document Type : Original Article

Authors

Faculty of Management, University of Tehran

Abstract

The vision of an organization is a shared image among the members of the organization which is their desirable. In an organization that has a common sense of this common desire and emitted whole of organization, all activities of this organization are formed. Managers with a clear vision can better understand and analysis their surroundings and be prepared to deal with environmental crises and identify opportunities available to them. The present study aims to investigate the adaptation between the vision of managers for their company and their perception of their surroundings. In order to extract the mental model of managers from a competitive environment interviews were conducted with 18 managers from two dairy industry companies, according to the Zaltman Metaphor Elicitation Technique. In these interviews, the managers were asked to analyze the competitive environment with the help of the Porter’s Five Forces, and to present a picture of their company, competitors and customers in the form of metaphors. Finally, there was a comparison between this analysis of managers with an image of their organization over the next two to five years. it became clear that there was alignment between them.

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History

  • Receive Date: 29 April 2018
  • Accept Date: 15 January 2021

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