Abstract
PurposeThis paper aims to get insight into managers' cognitive maps with respect to simplicity, realism and confidence, when talking about strategic marketing planning. Moreover, it analyses the impact of temporal modes of thinking on the three cognitive constructs studied.Design/methodology/approachA qualitative research is performed, touching the core of what is really going on in the manager's mind rather than just skimming the surface.FindingsPast and present oriented thinking (often found in deductive and inductive approaches) are found to be more simple but less realistic than an abductive (may be) or even visionary (will be) approach. Moreover, managers seem to integrate elements of various schools of management thought when thinking about simplicity, realism and confidence.Practical implicationsManagers use management tools, frames and dimensions in a compound way when developing strategic marketing plans.Originality/valueThe paper sheds another light on how various schools of management thought are used in strategic marketing planning practice.
Reference53 articles.
1. Chermack, T. (2007), “Disciplined imagination: building scenarios and building theories”, Futures, Vol. 3, pp. 1‐15.
2. Darmer, P. (2000), “The subjectivity of management”, Journal of Organizational Change Management, Vol. 13 No. 4, pp. 334‐51.
3. Davenport, T.H. (2006), “Competing on analytics”, Harvard Business Review, January, pp. 99‐107.
4. Davis, J.P., Eisenhardt, K.M. and Bingham, C.B. (2007), “theory, market dynamism and the strategy of simple rules”, working paper, Stanford University, Stanford, CA.
5. Duriau, V.J., Reger, R.K. and Pfarrer, M.D. (2007), “A content analysis of the content analysis literature in organisation studies: research themes, data sources, and methodological refinements”, Organizational Research Methods, Vol. 10, pp. 5‐34.
Cited by
7 articles.
订阅此论文施引文献
订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献