The Cognitive School

4 02 2010

The Cognitive School is based largely on the mental side of strategy. Henry Mitzberg mentioned many times throughout the chapter the importance of looking at the

conceptual side of creating a strategy. He broke the cognitive side of strategy into five categories.

      • Cognition as Confusion
      • Cognition as Information Processing
      • Cognition as Mapping
      • Cognition as Concept Attainment
      • Cognition as Construction

Mitzberg also talks about the Parallel Process Model. The components are:

  • Attention: what information will be processed and what will be ignored
  • Encoding: give information meaning
  • Storage/Retrieval: memory
  • Choice: moving back and forth between options before moving toward a solution
  • Outcomes: the beginning of the feedback process
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