Strategic frame

While organizational identity reflects how a firm defines itself and expresses its purpose, a strategic frame is the cognitive mechanism for translating that purpose into strategic action (Daft & Weick, 1984; Nadkarni & Narayanan, 2007). It is “the knowledge structure that informs strategic decisions, a cognitive template that individuals impose on the information environment to give it form and meaning” (Narayanan et al., 2011: 309).

(Bundy et al., 2013: 359)

Citing – Narayanan, V. K., Zane, L. J., & Kemmerer, B. 2011. The cognitive perspective in strategy: An integrative review. Journal of Management, 37: 305–351.


Bundy, J. Shropshire, C. and Buccholtz, A. 2013. Strategic Cognition and Issue Salience: Toward an Explanation of Firm Responsiveness to Stakeholder Concerns. Academy of Management Review, Vol. 38, (3), pp.352-376.

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