Reflecting on the Strategy Process

In this article, we review briefly the evolution of the field in terms of ten "schools." We ask whether these perspectives represent fundamentally different processes of strategy making or different parts of the same process. In both cases, our answer is yes. We seek to show how some recent work tends to cut across these historical perspectives - in a sense, how cross-fertilization has occurred. To academics, this represents confusion and disorder, whereas to others - including ourselves - it expresses a certain welcome eclecticism, a broadening of perspectives. We discuss this in terms of another metaphor that is also popular in strategic management: the tree with its roots and branches