Summary of Saturday Discussion Image compatibility in dynamic environmental context Decison making process involves three images in the

individuals cognitive maps, they are value image, trajectory image, and strategy image. Those three images are related in sequential order with each preceding image determining the strength of the subsequent image (Beach & Mitchell, 1987; Nelson and Puto, 1998) . Based on that explanation, the sequential step in decision making process can be explained in the following figure :

Value Image

Trajectory Image

Strategy Image

Decision

Adopted : Nelson and Puto (1998) in Image Theory, Theoretical and empirical foundations

Moreover, image theory identified compatibility test that is one of the important steps in decision making process. Image compatibility suggest that decision maker will react quite differently depending on whether they perceive current image and trajectory image to be compatible or not compatible (Dunnegan, 1995).

Value Image

Trajectory Image Compatibility test

Strategy Image

Decision

Compatible condition Incompatible condition New Strategy Image

Current Image

New Decision

Image theory predict that when compatible between trajectory image (goals) and current image exist, individual tend to continue the current strategy . Irreversibly, incompatible condition between current and trajectory image, lead individual to stop implementing the plan and look for a better one. In other words, incompatible image leads individual to renew the current strategy in order to achieve the goals. The new strategy image will emerged, consequently, new decision is made.

In terms of dynamic environmental context, competition lead individual/players to always adjust (maintain or improve) their knowledge and business value to current market profiles. It also affect improvement in his/her value image. As mentioned before, each preceding image determing the strength of the subsequent image, the improvement in value image will improve the trajectory image, then in turn will affect individuals strategy image. It means that dynamic environment lead improvement in value image, trajectory image and strategy image, that in turn will affect decison quality. When the new value and trajectory image exist in the individuals cognitive mind, then compare to the current image, it is probable result incompatible condition. Logically, such condition lead individual to take the creative, unusual, and break-through strategy and make the new decision. Such characteristics basically are Corporate Entrepreneurship activities. Dynamic Environment

Value Image

Trajectory Image Compatibility test

Strategy Image

Decision

Compatible condition Incompatible condition New Strategy Image

Current Image

New Decision