Changing Collective Cognition: A Process Model for Strategic Change

Abstract

Firms face increasing pressures to modify their strategies and adjust to rapidly changing environmental threats and opportunities. Yet strategic reorientations are difficult to achieve, especially as most methods fail to recognize the cognitive aspects of change. While some methods such as facilitated workshops have become increasingly popular to help top management teams better facilitate strategic change, these have largely evolved on the basis of successful experience rather than on an understanding of cognitive processes. This paper seeks to fill this gap, by drawing both upon theoretical literature and experience with successful change facilitation practices from Europe and the US. Its focus is on the cognitive aspects of strategic orientation and provides a practical guide to those who use this process.