A Qualitative Method Proposal for the Study of Strategy as Practice

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Leonardo Lemos da Silveira Santos
César Tureta
Bruno Felix


Purpose: recently, the strategy as practice approach has sought to overcome the micro/macro dichotomy existing in its literature, as well as to better integrate the dimensions of praxis, practice and practitioner. To fill this gap, the aim of the paper is to discuss potential methods to guide empirical studies of strategy as practice (SAP). Method: the paper proposes a method based on an extensive literature review. Phenomenology, grounded theory, ethnography, and narratives are discussed, and their components are presented in the context of strategy as practice studies. Results: the presented method articulates four approaches. Phenomenology is used to enhance the understanding of strategist experiences. Grounded theory is considered a method to develop theories about the studied phenomenon. Ethnography is used to contextualize the daily practices of strategists. Narratives are the path to access the stories of the strategists. Conclusion: the proposed method may be useful to overcome micro/macro dichotomy existing in strategy as practice literature and to integrate praxis, practice and practitioner dimensions.


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Santos, L. L. da S., Tureta, C., & Felix, B. (2020). A Qualitative Method Proposal for the Study of Strategy as Practice . Journal of Contemporary Administration, 25(2), e190353. https://doi.org/10.1590/1982-7849rac2021190353.en


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