Corporate cognitive mapping: mapping of corporate change processes

Recently some interesting developments have taken place in respect to applications of neural networks in management. ANN´s prove promising in circumstances where data are not without noise, or when data represent measured perceptions. An example of a perception based application is brand imaging in marketing. Research which we currently undertake for two large retailer companies is presented: quantitative data and qualitative judgements are joined together in order to monitor and manage the perceived quality of a specific brand. Once a neural network is trained to recognise this pattern of behaviour, this network can be used to create a management support tool. This tool allows management to simulate the different steps to be taken in the different physical processes, in order to guarantee the housewife´s perception of the brand at the end of the process. In the same line of thought, one could go one step further. Change processes in companies are often conducted without a clear picture or map of the perceptions which the different stakeholders have on the considered problems. The failure of a number of change processes is due to this lack of a `corporate map´. In a corporate cognitive map, a picture is drawn of the cognition, core competencies, environmental burdens, etc. of a specific process, taking into account the perceptions of the different stakeholders in a non confrontational way. If we accept that these core competencies should be the drivers for change, a corporate cognitive map can then be used to guide change