Daniels, KevinJohnson, Gerryde Chernatony, Leslie2011-08-132011-08-131992K. Daniels, G. Johnson, L. De Chernatony, Theoretical and Methodological issues concerning managers' mental models of competitive industry structures, Cranfield School of Management, SWP 28/92, 1992http://dspace.lib.cranfield.ac.uk/handle/1826/5773To be presented at the British Academy of Management Conference, Bradford, September 1992.The methodology traditionally employed by strategic groups theorists categorizes companies on the basis of objective economic variables such as industry supply characteristics. Other lines of research have suggested that this economic approach is limited, and that a more cognitive approach is needed. Strategic groups theory proposes one way in which companies may be categorized, but it is not clear to what extent mangers categorize their competitors.enWorking Paper