| 摘要: |
| 现实中的企业战略经常在两个方向上异化：口号式的空洞或预算式的细节，从认知理论的角度看，这源自管理者的三个思维误区：战略就是目标+计划、描述战略并无必要、好的战略应是安全可靠的。本文运用战略认知理论分析了这两种现象，认为根源在于管理者忽视了战略及其选择的本质——一种思维、一种信念系统和心智过程，在此基础上讨论了战略思维的特征、战略的描述和评价，为战略认知理论的发展和应用提供借鉴。 |
| 关键词: 战略管理 愿景 认知学派 战略陈述 战略思维 |
| DOI： |
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| Two Kinds of Alienation of Enterprise Strategy——A Perspective of Cognitive Theory |
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ZHANG Hui feng
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| Abstract: |
| Enterprise strategy often becomes the alienation in two directions such as empty sloganeering or budget details, from cognitive perspective angle, it originated from the manager's three misunderstandings: confuse the strategy with goals and plans, strategies don't need to be described, good strategy should be safe and reliable. On the basis of strategic cognition theory, we find that managers ignore the essence of strategy and its choice— a thought, a belief system and mental process. Then we discuss the characteristic of strategic thinking, the statement and evaluation of strategy, which provide development and reference for strategic cognitive theory. |
| Key words: strategy management vision cognition school strategy statement strategic thinking |
