Evolving Patterns of Organizational Beliefs in the Formation of Strategy
通过纵向研究和雪球抽样，考察了组织内不同职能管理者对一项重大战略决策的信念及其变化，发现跨职能间对新战略的解释存在显著冲突，对理解管理思维世界、组织学习和战略发展有启示。
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.