Why Great Strategies Spring from Identity Movements

Hayagreeva Rao, Sunasir Dutta

Research output: Contribution to journalArticlepeer-review

11 Scopus citations


We extend the emergent lens on strategy formulation by arguing that great strategies arise from insurgent identity movements. In motivating the paper, we depict Steve Jobs as an activist constituted by the personal computing movement that attacked corporate computing. We discuss the processes that mediate the link between great strategies and oppositional movements, and suggest that the strategist ought to be an activist rather than an analyst alone.
Original languageEnglish (US)
Pages (from-to)313 - 322
Number of pages10
JournalStrategy Science
Issue number1
StatePublished - 2017


  • Competitive Advantage
  • Strategy formulation
  • organizational identity
  • social movements in organizations

PubMed: MeSH publication types

  • Classical Article


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