Final answer:
Cognitive dissonance affects decision-making and implementation of strategies in the strategic management process. Nike and Apple displayed this concept by facing conflict between their brand image and actual practices. Resolving cognitive dissonance involves changing attitudes, beliefs, behaviors, or justifications.
Step-by-step explanation:
Cognitive dissonance plays a role in the strategic management process by affecting decision-making and the implementation of strategies. It occurs when there is a discrepancy between an individual's attitudes, beliefs, or behaviors related to strategic decisions or actions. For example, if a company decides to implement a cost-cutting strategy that leads to employee layoffs, there may be cognitive dissonance among the employees who believe in job security and fairness. This can result in resistance to change and decreased motivation.
Two brands that displayed cognitive dissonance in recent years are Nike and Apple. Nike faced criticism for its labor practices in the past, which conflicted with its image as a socially responsible company. Apple also faced cognitive dissonance when it was revealed that some of its suppliers violated labor rights, contradicting its claims of ethical sourcing.
To resolve cognitive dissonance, individuals or organizations may change their attitudes, beliefs, behaviors, or justifications to create consistency. In the examples mentioned, Nike and Apple took steps to address their labor-related issues and improve transparency in their supply chains.