Paper Number

ECIS2025-1629

Paper Type

CRP

Abstract

The paper investigates the commercialization of field robots by a Scandinavian organization as a process that influenced the organization as well. This emerging autonomous technology shows a slow diffusion in a highly competitive environment. In our study, we apply the cognition lens in an abductive fashion. Using a qualitative approach, we employ hybrid thematic analysis and temporal bracketing. Our findings reveal the 3 phases of change for the organization throughout commercialization related to various constellations of strategy makers. We interpret the search for strategy as an ongoing process involving CEO’s and investors’ cognition and being prominently influenced by their personal values and mental representations. Furthermore, the role of collaborations, e.g., with like-minded dealers, is highlighted. Our study is valuable for the academic discourse, discussing the role of cognitive elements in strategy search and its change over time influenced by the environment, and for strategy makers in organizations.

Author Connect URL

https://authorconnect.aisnet.org/conferences/ECIS2025/papers/ECIS2025-1629

Author Connect Link

Share

COinS
 
Jun 18th, 12:00 AM

ROBOTS IN THE FIELD: THE ROLE OF COGNITIVE ELEMENTS IN ORGANISATIONS’ STRATEGY SEARCH

The paper investigates the commercialization of field robots by a Scandinavian organization as a process that influenced the organization as well. This emerging autonomous technology shows a slow diffusion in a highly competitive environment. In our study, we apply the cognition lens in an abductive fashion. Using a qualitative approach, we employ hybrid thematic analysis and temporal bracketing. Our findings reveal the 3 phases of change for the organization throughout commercialization related to various constellations of strategy makers. We interpret the search for strategy as an ongoing process involving CEO’s and investors’ cognition and being prominently influenced by their personal values and mental representations. Furthermore, the role of collaborations, e.g., with like-minded dealers, is highlighted. Our study is valuable for the academic discourse, discussing the role of cognitive elements in strategy search and its change over time influenced by the environment, and for strategy makers in organizations.

When commenting on articles, please be friendly, welcoming, respectful and abide by the AIS eLibrary Discussion Thread Code of Conduct posted here.