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1、OrganizationScienceinforms®Vol.18,No.3,May–June2007,pp.420–439doi10.1287/orsc.1070.0282issn1047-7039eissn1526-54550718030420©2007INFORMSOntheOriginofStrategy:ActionandCognitionoverTimeGiovanniGavetti,JanW.RivkinHarvardBusinessSchool,237MorganHall,Bo
2、ston,Massachusetts02163{ggavetti@hbs.edu,jrivkin@hbs.edu}Wedevelopaperspectiveonhowmanagerssearchforastrategy.InthespiritofCyertandMarch(1963),weaimforaperspectivethatreflectstherealityofmanagerialbehavior,thatrespectsboththereasoningpowerofmanagersandth
3、eboundsontheirrationality,andthatpermitsorganizationstochangebutwithinrealisticlimits.Ourperspectiveemploysthevariabletimetoframethequestionofstrategy’soriginsinadistinctiveway.Overtime,thecognitiveandphysicalelementsthatmakeupastrategybecomelessplastic
4、,whilemechanismstosearchrationallyforastrategybecomemoreavailable.Thisgeneratesafundamentaltensionintheoriginofstrategy:Managersstruggletounderstandtheirenvironmentwellenoughtosearchrationallyforaneffectivestrategybeforetheirfirmslosetheplasticitynecessa
5、rytoexploitthatunderstanding.Afocusontimeallowsustosynthesizeandextendtheevolutionaryandpositioningmodelsofstrategicsearch.Towardthisend,wecoupleinductionanddeduction.Theinductivepartofthepaperusesdetailedobservationofthesearchforastrategyatonefirmtoiden
6、tifyconstructsthatplayacrucialroleinstrategicsearch.Thedeductivepartstepsbeyondourfocalfirmandusestheseconstructstoderivetheoreticalpropositionsaboutthetypicalpathofstrategicsearchandthemortalityassociatedwithdifferentapproachestosearch.Keywords:strategi
7、csearch;plasticity;rationality;analogy;evolutionaryeconomics;positioningschool;behavioraltheoryofthefirmWheredoesafirm’sstrategycomefrom?Althoughsuchasteepchallengethatitisnotsurprisingsignificantseeminglyfundamentaltothestudyoforganizations,lacunaeremain.
8、thisquestionhasreceivedlessattentionthanitmerits.ThispaperaimstohelpfillthoselacunaeinawaythatPriorworkonitincludesafewsingle-firmstudies(e.g.,hasdeeprootsintheCarnegietraditionoforganizationBower1970,Burgelman1991,Siggelkow2002),e
