LAUSR

The study aimed to analyse and investigate the impact of cognitive styles (knowing style; planning style and creating style) on strategic innovation (strategic visualisation and imagination; generate ideas; evaluation ideas and implementation ideas) in Jordanian universities. The study population consists of Jordanian universities in Amman, while unit of sampling and analysis includes all (80) deans members in Jordanian universities in Amman. Study methodology was the descriptive analytical method, while a questionnaire was the study instrument of which consisted of 50 items. A statistical tool was used to analysis data and to test hypothesis like; mean, standard deviation, one sample t-test, simple and multiple, regression. The study come to a number of results, and to improve the direct impact of cognitive styles (knowing style; planning style and creating style) on strategic innovation (strategic visualisation and imagine; generate ideas; evaluation ideas and implementation ideas), and to confirm that the interest of cognitive styles form a turning point in contemporary management and strategic innovation generates a big difference in the added value.