The paper investigates the commercialization of field robots by a Scandinavian organization as a process that influenced the organization as well. This emerging autonomous technology shows a slow diffusion in a highly competitive environment. In our study, we apply the cognition lens in an abductive fashion. Using a qualitative approach, we employ hybrid thematic analysis and temporal bracketing. Our findings reveal the 3 phases of change for the organization throughout commercialization related to various constellations of strategy makers. We interpret the search for strategy as an ongoing process involving CEO’s and investors’ cognition and being prominently influenced by their personal values and mental representations. Furthermore, the role of collaborations, e.g., with like-minded dealers, is highlighted. Our study is valuable for the academic discourse, discussing the role of cognitive elements in strategy search and its change over time influenced by the environment, and for strategy makers in organizations.