Purpose – The aim of the paper is twofold: to question the current use of the extant competitive strategy frameworks imported from the context of the business firm; and to call for innovative frameworks that are more faithful to the nature, purpose, and needs of business schools....

The concept of customer value is becoming increasingly used in strategy and marketing literature in recent years. Customer value is considered central to competitive advantage and long‐term success of business organizations. Consequently, a great importance attached to this concept. This paper...

Purpose – There is vast literature and widely different views on strategy. This necessitates an organizing framework that smoothly integrates and places different conceptualizations of strategy in the proper perspective. The purpose of this paper is to clear possible confusion about the...

Purpose – This paper aims to expose the underlying reasons behind the failure of the mission statement to have a significant impact on performance and to recommend ways forward. Design/methodology/approach – A comprehensive literature review is conducted and common themes and trends are...

Purpose – The purpose of this paper is to argue for the need to redefine a mission statement, to develop a clearer definition and show its advantages and limitations. Design/methodology/approach – The paper shows the literature's lack of agreement on the definition of the mission statement...

Purpose: The concept of strategy has lost its meaning. It is widely inflated and conflated with related notions and the consequences of that are unsettling for both practice and research. The purpose of this paper is to restore the lost meaning of strategy. Design/methodology/approach: The...

Purpose: To unravel three strategy-related concepts, frequently confused as one, by introducing the new concept of nonstrategy and proposing a novel threefold classification of strategy, nonstrategy and no strategy. Design/methodology/approach: Building on some key insightful definitions of...

Purpose: The confusion over what counts as “strategic” is widely acknowledged to be a problem for both research and practice. The paper aims to develop a robust definition of “strategic decisions” and a classifying tool that distinguishes them from grand tactical, tactical, and other...