Exploring dominant logic's enablement between contextual leadership intelligence and diversification strategy

Abstract

Purpose - Diversification is a popular sought-after growth strategy for organisations in response to the dynamic and rapid changes of a VUCA economy. However, there has been limited exploration into the leadership required to ensure its success. This exploratory study looks at how dominant logic, through its mechanism of mental maps known as schemata and information filtering system, enables the dimensions of Contextual Leadership Intelligence, such as contextual awareness, 3D thinking and meta-competencies to enable a diversification strategy.

Design methodology - Following the recommendations of Saunders and Lewis (Saunders & Lewis, 2012), a qualitative study was conducted collecting data through semi-structured interviews from 15 senior executives, with an average experience of 21 years in a senior management role, who had been involved in a diversification strategy.

Findings - It was concluded, through the development of a de facto model that there is a relationship between dominant logic and contextual intelligence, in terms of the awareness given to operating within context and the process of filtering information to effectively operate within dynamic contexts. Through the awareness given to the mental maps of dominant logic and 3D thinking, learning and unlearning of bias occurs, providing a leader with the ability to act with contextual intelligence to enable a diversification strategy.