Attentional Control in Organizations: A Theory and Two Case Studies

This talk presents an integrated theory of attentional control in organizations, building on the attention-based view (ABV) and drawing upon the neuroscience of attentional control. I propose that intentional organizational behavior is shaped by top-down mechanisms of attentional control—organizational goals and logics of action and how these are enacted within internal and external communication channels. These structures and processes moderate the focus of attention within and by organizations, prioritizing which opportunities and threats are attended to and which action alternatives are selected.

The theory is supported and further developed by two empirical studies, one published and one in progress. First, a comparative analysis of Apple and Motorola's mobile computing strategies reveals how differences in attentional control led to divergent outcomes. Apple, guided by its identity as a product leader, sustained focus on combining existing capabilities in computing with newly acquired ones in smartphones, which enabled successful innovation. Motorola's fragmented attention across divisions, driven by conflicting goals and unclear direction, failed to develop a competitive product.

Second, the analysis of GAMMA, a university COVID-19 testing initiative, demonstrates how attentional control shapes business model adaptation. Drawing on comprehensive archival, email, and interview data, we identify three interacting mechanisms: controlled attentional engagement directing focus toward strategic priorities, trial-and-error learning through operational experience and stakeholder feedback, and environmental selection pressures. GAMMA's evolution from technology transfer to integrated testing system illustrates how organizations exercise attentional control while adapting to emerging challenges. More specifically, we identify a process of cascading attentional control, where the mission serves as a superordinate goal, establishing strategic and operational priorities over time and across the organizational hierarchy.