What's in a Strategy? Ways to Get Lost in Translation of the Strategy

Research output: Contribution to conferencePaperResearchpeer-review


Although a strategy, in theory, should help the organization to move in the same direction by showing a direction for the organization, in practice the strategy increases the number of possible paths, as managers translate the strategy into their own context. This increases the number of strategies in the organization, and it becomes difficult to get an overview of the interaction and relationships between the translated strategies. This not only raises questions about which function the strategy has in an organization but also about what is strategy implementation when the managers don’t implement the strategy, but are implementing their translations of the strategy, which is different from the original.
Original languageEnglish
Publication date2014
Number of pages19
Publication statusPublished - 2014
EventThe Academy of Management Annual Meeting 2014: The Power of Words - Philadelphia, United States
Duration: 1 Aug 20145 Aug 2014
Conference number: 74


ConferenceThe Academy of Management Annual Meeting 2014
Country/TerritoryUnited States
Internet address

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