Implications of perception and strategy for engineers in construction management

Abstract

It is suggested that strategy of the firm is a result of both an objective and subjective evaluation of the environment and the subjective perceptions of the environment are a function of the cognitive style of the individual. Engineers are said t o have distinctive cognitive style preferences. In this study, a sample of owners and managers of firms in the non-residential contract construction industry have been grouped according to whether or not the individuals have an engineering background. A comparison is then made of certain cognitive characteristics, perceptions of the business environment, and their choice of competitive strategies. The analysis suggests that cognitive style is related to environmental perceptions and strategy, but no differences in cognitive style were evident between the groups of executives. There were, however, differences in environmental perceptions and selections of strategy. The implication is that engineers may need to be more aware of the pitfalls of their cognitive style, and be more broadly developed in order to increase their awareness of strategic options, thus enhancing the opportunities of success for their firms.

Keywords:

• psychological type
• perceptions
• strategy
• environment