Simplicity Beyond Complexity:A Pluralist Approach to the Practice and Teaching of Strategy

Abstract

Purpose This paper aims to explore how a competitive pluralist approach, that values differences as much as consistencies, could bring the strengths of core theories back into strategy practice. Design/methodology/approach Differences in the fundamental underpinnings of theories, such as resource-based view, activity-based view and dynamic capabilities, and their recent developments, are often glossed over and this results in shallow application. However, in a turbulent world where traditional sources of advantage have waned, the authors unpack the insights that can be gained from the core theories. Findings Strategy practice and teaching are hindered by the prevailing monist paradigm that forms the structure of many strategy courses and textbooks. The power to generate valuable insight is diminished by selected elements from different “schools of thought” being force fitted into a model at odds with practice. Originality/value It is argued that rather than adding complexity such an approach strips out the complication and confusion added by a flawed integration. As a result, deeper understanding and more robust strategic thinking is generated. In teaching the approach encourages greater critical thinking and analysis – core learning objectives for many business courses – and less dissonance for students with both commercial and non-commercial business experience.