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By Wilfred J. Zerbe

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BINIARI of an initiative, it should be expected that they express their passion and hope toward the initiative through determination and drive to success. Consequently, we expect that such emotional expressions give a positive signal to the top management of the level of commitment of these champions toward the initiatives, who in turn positively support the selection process. While the cognitive role of top management teams in forming selection criteria is well established in the existing literature, it is quite unclear whether their enthusiasm or skepticism toward an emerging variation influences their decision-making and codification processes.

Zollo and Winter’s (2002, p. 342) introduction of codification as the process through which ‘‘individuals codify their understanding of performance implication of internal routines in written tools, such as memos, manuals, blueprints’’ extends our understanding of ‘‘cognitive inertia’’ in shaping the internal selection environment. The codification process is affected by the perceptions organizational members share, based on their aspirations. It is evident that the internal selection process can be characterized as a cognitive and path-dependent process, in accordance to Aldrich’s (1999) first two types of internal selectors.

A common characteristic among these three selectors is the degree of inertia based on which variations are internally selected or not. Durand (2006) argues that the internal selection process is highly political, as organizational members with access to resources interfere with the formation of selection criteria that favor their personal or organizational interests and reject market-driven variations. Zollo and Winter’s (2002, p. 342) introduction of codification as the process through which ‘‘individuals codify their understanding of performance implication of internal routines in written tools, such as memos, manuals, blueprints’’ extends our understanding of ‘‘cognitive inertia’’ in shaping the internal selection environment.

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