Abstract
This study analyses the evolution of managerial strategic thinking in the Finnish Broadcasting Company during the last 40 years. The analysis sheds light on how managers have interpreted and framed the dramatic changes in the media environment. The theoretical frame is based on the managerial cognition research tradition, with the focus on the concept of dominant logic. The analysis is based on a qualitative content analysis of annual reports. According to the results, the dominant logic evolves path-dependently through shorter change periods – the changes in the former period provide the direction for the changes in the following period.
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