GETTING TO KNOW YOU： A THEORY OF STRATEGIC GROUP IDENTITY

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1、StrategicManagementJournal,Vol.18(SummerSpecialIssue),165±186(1997)GETTINGTOKNOWYOU:ATHEORYOFSTRATEGICGROUPIDENTITYMARGARETPETERAF1*andMARKSHANLEY21CarlsonSchoolofManagement,UniversityofMinnesota,Minneapolis,Minne-sota,U.S.A.2KelloggGraduateSchoolofManagement,NorthwesternUniversity,Evanston,Illin

2、ois,U.S.A.Thispaperdevelopsatheoryofstrategicgroupidentitythatexplainshowstrategicgroupsemergeinanindustryandhowtheycanaffect®rmbehaviorsandoutcomes.Insodoing,itprovidesatheoreticalbasisfortheexistenceofstrategicgroups.Wearguethatmanagerscognitivelypartitiontheirindustryenvironmenttoreduceuncerta

3、intyandtocopewithboundedrationality.Sociallearningtheoryandsocialidenti®cationtheoryareusedtodescribehowcognitivegroupscoalesceintomeaningfulsubstructuresandhowagroup-levelidentityemerges.Wedescribethewaysinwhichmacrolevelfactorsconditionthedevelopmentofgroupsandtheiridentities.Weintroducethenoti

4、onofastrongidentity,whichcharacterizesanygroupsuf®cientlyrecognizedandattendedtobymemberstoaffectindividualaction.Groupswith`weakidentities'arenomorethantransientagglomerationsof®rmsanddonotexistinanymeaningfulsense.Theseideasaredevelopedintopropositionsthatdescribetheconditionsunderwhichgroupswi

5、thstrongidentitiesarelikelytoemerge.Asecondsetofpropositionsdescribestheirtransformationovertime.Identitystrengthislinkedtobothpositiveandnegativeoutcomesina®nalsetofpropositions.Weshowhowstrategicgroupswithstrongidentitiescanaffect®rmperformance,resolvingalongstandingproblemwhichhasplaguedstrate

6、gicgroupsresearchandconcludebysuggestingsomeapproachesformeasurementandfutureresearch.Ó1997byJohnWiley&Sons,Ltd.INTRODUCTIONcomeundersigni®cantcriticism.Alackoftheoryregardinghowgroupsareformed,howtheyThetopicofstrategicgroupshasbeenoneoftheevolve,orhowtheyin¯uenceoutcomeshaspro-mostactiveareasof

7、strategicmanagementducedprofounddisagreementsabouthowgroupsresearch.Strategicgroupsrefertomeaningfulshouldbestudied.Mixedresearchresultshavecollectionsof®rmsorsubstructureswithinanledsometodoubttheexistenceofperformanc