Strategy after Modernism: Recovering Practice

Whittington, Richard (2004) Strategy after Modernism: Recovering Practice. European Management Review, 1 (1). pp. 62-68.

Abstract

This article identifies an opportunity for European researchers to develop a more practice-sensitive research programme for strategy ‘after modernism’. Strategy's intellectual lock-in on modernist detachment and economic theory can now be relaxed. Strategy can draw also on the rich resources of sociology to engage more directly with strategy as a social practice. This article outlines elements of a double agenda for strategy research after modernism: first, a sociological agenda concerned with understanding strategy's elites, its skills and its technologies, and their implications for society as a whole; second, a managerial agenda, turning this sociological understanding to practical advantage in terms of how managers become strategists, how strategy skills are acquired and how strategy technologies can be better designed and used. The article considers implications for research methods and the Mintzbergian tradition in strategy.

Item Type: Article
Keywords: strategy, practice, modernism, post-modernism
Subject(s): Strategy; Entrepreneurship & Global business
Centre: Faculty of Strategy, Entrepreneurship and International Business
Date Deposited: 19 Dec 2011 11:32
Last Modified: 23 Oct 2015 14:06
URI: http://eureka.sbs.ox.ac.uk/id/eprint/1763

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