Mental models of Greek entrepreneurs: evidence from two networks

This paper discusses the role of managerial mental models (cognitive structures) in the framework of the firms strategic marketing development. The conceptualisation is based on theories of cognition, learning and strategy development. The empirical part focuses on the exploration of mental models adopted by Greek entrepreneurs. The subjects are members of two formal business networks, founded to promote sector business growth. The qualitative study adopted semi-structured interviews of members of the operational networks of sectors of food and beverages (F%B) and construction materials (CM) in the region of Karditsa (Greece) and revealed the differences of the mental models adopted by respective members. The findings indicate that the mental models adopted by the members of the F%B network are mainly firm and competition centred, whereas the mental models of the members of the CM network are mainly customer and market centred. The findings are in accordance with the Karakaya and Yannopoulos (2010) classification and support the thesis that the adopted mental models often affect organisational learning and the intended knowledge management.