A cognitive perspective on managers' perceptions of competition

This paper focuses on the way managers perceive their competitive environment. Within a cognitive perspective it discusses why they might group similar competitors and considers whether they are attentive to all competing firms. The literature on similarity of perceptions between managers is reviewed. Interviews amongst managers in the North Sea off‐shore oil pumps industry revealed that they made sense of competition through a categorization process. None perceived the industry in the objective manner as economists suggest. Different perceptions as to the nature of competitions were found between managers, but more homogeneous perceptions were seen between managers in the same firm than between different firms.