The Cognitive Analysis of Competitive Structures: A Review and Critique

Human Relations · 1997 · Volume 50 · Issue 6

Abstract

In recent years, there has been a growth of interest in the study of business competition from a cognitive perspective. This paper reviews this rapidly expanding literature in order to synthesize key empirical findings and identify significant theoretical and methodological issues which warrant further investigation. It is argued that the notion of "competitive enactment" and the associated "cognitive life cycle" approach recently advanced by Porac and his associates (Porac, Thomas, & Baden-Fuller, 1989; Porac & Thomas, 1990; Levenhagen, Porac, & Thomas, 1993) represent a potentially major breakthrough in our understanding of the dynamics of competition in industries and markets. However, several important propositions are derived for which the currently available empirical evidence is found wanting. Furthermore, a number of methodological hurdles are identified which have yet to be overcome if the validity of these propositions is to be investigated with an acceptable degree of rigor.

Keywords

managerial and organizational cognition, cognitive mapping, competitive analysis

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