Authors: Maria Holmlund; Tore Strandvik
ABSTRACT
The paper is about mental models in industrial companies in a business network setting. To recognize mental models is in line with ideas presented recently in the interaction and network approach literature where Welch and Wilkinson (2002) have proposed that in business relationships and networks there is a need not only to consider the activities, resources, and actors (the traditional ARA-model) but also ― ideas‖ which are the mental models and frameworks that are present in companies, relationships and networks.
Considering the importance of mental models it is surprising that they have received merely scant attention in the studies about industrial companies in a business network setting. This paper addresses this knowledge gap by reviewing literature on mental models in IMP studies comparing different marketing logics as mental meta-models proposing a model of forces influencing the mental model in a company, and discussing implications of the perspective.
KEY WORDS: Mental models, managerial cognition, business logic, service transition
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Conference: Glasgow, Scotland (2011)