A Multi-paradigm Approach to Strategy

The rationale for a multi-paradigm approach is based on factors such as:

• The limitations of any single research paradigm to capture the complexity of pratice

For example, in creating strategy, management has to contend with a variety of complex circumstances, and needs to connect management functions and strategies with multiple objectives and problems. However, the majority of strategy research is directed to specialized reductionist study that provides only a partial understanding of the complexity of practice. Integration of multiple strategy paradigms is proposed as a way forward to capture this complexity in research.

See:

Combe, I. A. (1999) Multiple Strategy Paradigms: An Integrational Framework, Journal of Marketing Management, Volume 15, June, pp.341-359. ISSN: 0267 257X/99/050341

• Opposing strategy paradigms can be used as the basis of ideologically polar views with little consideration of any alternative points of view

See:

Combe, I. A. & Botschen, G. (2000) Strategy Theories for the Management of Quality: Dealing with Complexity in Relational Services - Presented at the Workshop on Quality Management in Services, Aston, Birmingham, May 2000.

Combe, I. A. & Crowther, D. E. (2000) The Theology of Strategy, Accepted for the Apros Conference, Sydney, December 2000.