Strategy practice has traditionally involved highly structured processes and tools of analysis (Heracleous, 1998 … emergent nature in strategy formation (Christensen, 1997; Mintzberg, 1994) and a modern strategic thinking approach to strategy … practice within a complex business environment, (O'Shannassy, 2003; Liedtka, 1998b; Heracleous, 1998; Stacey, 1993; Ohmae, 1982). …