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Evolving Patterns of Organizational Beliefs in the Formation of Strategy
Gary L. Frankwick, James C. Ward, Michael D. Hutt and Peter H. Reingen
Journal of Marketing
Vol. 58, No. 2 (Apr., 1994), pp. 96-110
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1252272
Page Count: 15
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By examining marketing's strategic role through the lenses of managers operating throughout the organizational structure, researchers and strategists can gain special insights. Adopting a structural-cognitive perspective, the authors employed a longitudinal design, coupled with snowball sampling, to explore the beliefs and changes in beliefs of key actors in a major strategic decision. The results show a dramatic conflict across functions in the interpretation of a proposed new strategy and its consequences. The authors conclude with a discussion of the implications of the results for the study of managerial thought worlds, organizational learning, and strategy development.
Journal of Marketing © 1994 American Marketing Association