Cognitive Analysis of the Industry Environment and Its Alignment with the Organization's Vision

The vision of an organization is a shared image among the members of the organization which is their desirable. In an organization that has a common sense of this common desire and emitted whole of organization, all activities of this organization are formed. Managers with a clear vision can better understand and analysis their surroundings and be prepared to deal with environmental crises and identify opportunities available to them. The present study aims to investigate the adaptation between the vision of managers for their company and their perception of their surroundings. In order to extract the mental model of managers from a competitive environment interviews were conducted with 18 managers from two dairy industry companies, according to the Zaltman Metaphor Elicitation Technique. Finally, there was a comparison between this analysis of managers with an image of their organization over the next two to five year and it became clear that there was alignment between them. Also, despite the activity of these two companies in the same competitive environment, the cognitive analysis of the managers of the two companies is different from each other, which is the result of different goals and strategies of the two companies.