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- W1965333502 abstract "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." @default.
- W1965333502 created "2016-06-24" @default.
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- W1965333502 date "1995-01-01" @default.
- W1965333502 modified "2023-09-27" @default.
- W1965333502 title "Corporate cognitive mapping: mapping of corporate change processes" @default.
- W1965333502 doi "https://doi.org/10.1049/cp:19950586" @default.
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