Cognitive mapping in technology transfer

Frequent tensions continue to plague the operations of multinational corporations (MNCs) in less-developed countries (LDCs). Accusations of insensitivity and heed-lessness toward the needs and aspirations of LDCs are commonplace. In this writer's opinion, negative perceptions of the MNCs' operations result in part from differing “world views” between the two groups that are frequently overlooked in strategy formulation. This paper is an attempt to demonstrate that productive, culturally sensitive strategies can be formulated if MNCs use a multiple-perspective approach in their relationships with LDCs. To illustrate this, cognitive mapping is used to analyze the MNCs' decisionmaking behavior. Use of this process should provide MNCs with an opportunity to evaluate the consequences of their actions, the prospect of more effective strategies emerges.