Visualizing strategy in start-ups: An attention-based view analysis of leadership perceptions
No Thumbnail Available
URL
Journal Title
Journal ISSN
Volume Title
School of Business |
Master's thesis
Authors
Date
2024
Department
Major/Subject
Mcode
Degree programme
mib
Language
en
Pages
53 + 6
Series
Abstract
Strategy has been a vital concept since ancient Rome, evolving through numerous contributions and developments, integral in business and management, yet the true meaning of strategy as a concept often remains unclear. How can companies implement strategy effectively if they do not fully understand what strategy means? This thesis explores the strategic perceptions of upper management and founders of Shook Media, a start-up. By employing the Attention-Based View (ABV) framework and cognitive mapping, the study visualizes and analyses how these leaders perceive strategy. The primary research question examines how upper management and founders conceptualize strategy, while subsidiary questions explore the specific elements emphasized in their cognitive maps, the differences in strategic priorities, and the dynamic between individual and collective strategic understanding. Historically, the ABV framework has focused primarily on individual attention, exploring how personal interests and cognitive biases shape strategic behavior. More recently, there has been a shift towards understanding collective attention, recognizing that shared focus and coordinated efforts are crucial for organizational success. However, there remains a gap in examining the dynamic interplay between individual and collective attention. This study leverages the concept of strategy to explore this dynamic, aiming to bridge this gap and provide a more holistic understanding of strategic perceptions. The findings reveal several common themes among collective strategic perceptions, including vision and alignment, flexibility and adaptability, and clarity and communication. Additionally, unique individual perspectives were identified, such as a strong focus on innovation and market expansion by specific leaders. The common themes presented support the collective understanding of strategy, while the unique individual themes display distinct personal contributions to the strategy landscape. By recognizing the dynamic between individual and collective attention, organizations can improve their strategic alignment and efficiency, ultimately leading to better performance and the ability to navigate complex and rapidly changing environments.Description
Thesis advisor
Niittymies, AleksiKeywords
strategy, ABV, start-ups, leadership