How do strategic groups handle cognitive complexity to sustain competitive advantage? A commentary essay

Cheng and Chang [Cheng SL, Chang HC. Performance Implications of Cognitive Complexity: An Empirical Study of Cognitive Strategic Groups in Semiconductor Industry. Journal Business Research 2009‐this issue] empirically investigate how a strategic groupʹs cognitive complexity affects firm performance in the context of Taiwanʹs semiconductor industry. This commentary essay explores the authorsʹ contribution to the multidisciplinary strategic group literature. The commentary also considers how Cheng and Changʹs results can be integrated with important work in the competitive dynamic studies.