Firms within the same competitive environment (industry) respond in different ways to changing environmental (competitive) conditions. The authors of this book argue that the strategy field has not found answers to the questions that flow from this observation. They answer these questions by using what they call a "cognitively anchored theory of strategic change."
The authors advance a new theory of the firm that incorporates behavioural and economic theories with cognitive theory. The book makes a case for predicting strategic change in firms.
