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Cognitive Capacity as Competitive Advantage:

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The study of cognitive processes in strategy has traditionally focused on limits to rationality in the strategic planning process. Important concepts, such as bounded rationality, mental maps, framing, and dominant logic, have emerged from this stream of research [19, 31, 38, 39]. The major application of this research has been to provide a range of explanations for strategic errors and mistakes.
More recently, several authors have begun to call for an investigation of the normative implications of cognition [15, 16, 36]. If cognitive ability is not uniformly distributed among managers then the ability to capture this resource may form the basis for rent creation. Ginsberg [15] has formalized this argument by linking it to the resource-based theory of the firm. For Ginsberg, socio-cognitive capabilities represent a scarce resource that cannot be easily imitated. Moreover, possession of these scarce socio-cognitive capabilities is valuable because it allows members of the firm, and in particular senior managers, to make better quality decisions about the deployment of extant resources.
This study focuses on cognitive capacity as one facet of cognition. Cognitive capacity is defined as the capacity to “...register, store, use and make sense of data” [18].
It is possible to identify a number of propositions in the theoretical literature concerning the effects of cognitive capacity on performance.
Prahalad and Bettis [31] have argued that the size of a diversified firm is limited by the ability of the top management team to manage strategic variety, where strategic variety refers to “...the differences in strategic characteristics of the businesses in the portfolio of the firm” [31, p. 490]. According to this view, the complexity of the top management process is a function of strategic variety. Similar businesses can be managed in the same way,

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