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A Systematic Method To Articulate Strategic Vision: An Illustration With A Small Business Owner-Manager

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  • PIERRE COSSETTE

    (Université Du Québec À Montréal, École des sciences de la gestion, Canada)

Abstract

The concept of strategic vision has attracted growing interest in recent years. However, very few methods exist to help enterprise leaders make their strategic vision more explicit. The goal of this research is to present and illustrate a new systematic method to help enterprise leaders articulate and question their strategic visions. The method is based on cognitive mapping, and can be broken down into four phases: an exploration phase, in which the leader explores his or her own ideas using a specially designed grid; a validation phase, to verify the credibility or "validity" of the cognitive map resulting from the first phase; an analysis phase, where the semantic network formed by the concepts and links of the map are analyzed using the Decision Explorer software; and a finalization phase, where the leader, after being informed of the results of validated map analysis and the researcher's interpretation of them, confirms or modifies the strategic vision. The paper contains a detailed description of the four phases together with the results obtained with the owner-manager of a small manufacturing business in Québec. Since the method described supports thinking and thus action, it is likely to be of interest to practitioners and consultants. Academics may also benefit from it, since it can be used to study strategic vision and its impact.

Suggested Citation

  • Pierre Cossette, 2001. "A Systematic Method To Articulate Strategic Vision: An Illustration With A Small Business Owner-Manager," Journal of Enterprising Culture (JEC), World Scientific Publishing Co. Pte. Ltd., vol. 9(02), pages 173-199.
    • Handle: RePEc:wsi:jecxxx:v:09:y:2001:i:02:n:s0218495801000109
    DOI: 10.1142/S0218495801000109
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    Cited by:

    1. Assawer Elaoud & Anis Jarboui, 2022. "The External Auditors' Policy After The COVID-19 Pandemic and The Accounting Outlook in Tunisia," Journal of Accounting and Management Information Systems, Faculty of Accounting and Management Information Systems, The Bucharest University of Economic Studies, vol. 21(1), pages 77-91, March.
    2. Durif, Fabien & Geay, Bénédicte & Graf, Raoul, 2013. "Do key account managers focus too much on commercial performance? A cognitive mapping application," Journal of Business Research, Elsevier, vol. 66(9), pages 1559-1567.
    3. repec:dau:papers:123456789/8129 is not listed on IDEAS
    4. Pierre Ghewy & Marc Jaillot & Anthony Tchékémian, 2016. "Complexité organisationnelle et désordre relationnel : quels impacts sur les performances des entreprises ?," Post-Print hal-01626575, HAL.
    5. Thierry Levy-Tadjine, 2012. "Entrepreneuriat et vision stratégique... : Descente au pays des " borgnes " et des " myopes " en compagnie de David Galula," Post-Print hal-00722660, HAL.
    6. Christophe Schmitt & Julien Husson & Didier Nobile & Juan Morua, 2015. "Les situations entrepreneuriales : Définition et intérêts pour la recherche en entrepreneuriat," Post-Print hal-01698276, HAL.
    7. Garoui Nassreddine & Jarboui Anis, 2014. "Cognitive governance, cognitive mapping and cognitive conflicts: Structural analysis with the MICMAC method," Cogent Economics & Finance, Taylor & Francis Journals, vol. 2(1), pages 1-13, December.
    8. Sylvie Foutrel & Philippe Robert Demontrond, 2015. "Territorial Branding : A Case Study Of « Produit En Bretagne » Using Cognitive Mapping [Marquage Territorial : Une Analyse Par La Cartographie Cognitive Appliquee Au Cas De « Produit En Bretagne »]," Post-Print hal-03222447, HAL.

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