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1 1000 N5 150 5 58 13.15 10N5 60 10 N5 N5 Mintzberg, H.Crafting 2007 1050 40 9
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Shigemitu ASHIZAWA In this research, I develop a perspective on how managers of small and medium production enterprises (SMPE) in Niigata prefecture search for a strategy and communication. In the spirit of Gavetti and Rivkin, I aim for a perspective that reflects the reality of managerial capabilities. And I aim for a perspective that reflects the dominant logic. Over time, the cognitive and physical elements that make up a strategy become less plastic, while mechanisms to search rationally for a strategy become more needed. This generates well enough to search a fundamental tension in the origin of strategy, using the dominant logic and analogy. In five Japanese SMPE researched, managers used to rely on the dominant logic to make strategy and communication methods. Keywords : Dominant Logic, Strategy, Communication 15