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Mental models are individual and organization-wide beliefs about the world and how to make sense out of it (why are things done the way they are done). If they no longer t the changing environment or competitive situation, they mould the development of theory-in-use, the tacit knowledge system of the organization (knowing how, but not necessarily why, things are done the way they are done). Antiquated theories-in-use are often not given up peacefully and are among the hardest things to change.