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Environmental imagery and strategic actions

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  • Grönhaug, Kjell
  • Haukedal, Willy

Abstract

This article explores the question of whether firms belonging to the same industry may differ in their perception of environmental opportunities and threats and if so, how such perceptual divergency may affect strategy choices and outcomes. The results of a case study of two shipping companies, which had worked in very similar environments for over 20 years, demonstrated that the environmental changes were interpreted very differently and that this greatly influenced strategic choices and outcomes in the two companies.

Suggested Citation

  • Grönhaug, Kjell & Haukedal, Willy, 1988. "Environmental imagery and strategic actions," Scandinavian Journal of Management, Elsevier, vol. 4(1-2), pages 5-17.
    • Handle: RePEc:eee:scaman:v:4:y:1988:i:1-2:p:5-17
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