Abstract
The aim of this article is to promote an understanding of changing knowledge structures. The study focuses on strategic management and how knowledge structures evolve and change. It is argued that: Industrial recipes can function both as restricting and driving forces for changing the existing knowledge structure of strategic thinking among managers. Institutional conditions force companies to act in new ways and in new markets, but institutional conditions also impede learning by not opening up for solutions which are beyond the recipe. Managerial action is guided by transforming interpretation of the industrial recipe. The industry recipe provides security for managers, but their subsequent action can be very different from their traditional actions. Copyright © 1999 John Wiley & Sons, Ltd.
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