Interview: After 15 editions, the authors of a strategic management textbook reflect

Purpose – To find out, from the perspective of the authors of a well‐known textbook on strategic management, in what ways they think the field is changing. Design/methodology/approach – Strategy & Leadership interviewed Arthur A. Thompson, Jr, A.J. Strickland III and John E. Gamble, the authors of the widely used textbook Crafting and Executing Strategy: Text and Readings , 15th edition (McGraw‐Hill/Irwin, 2006), to learn how they adapted the book to keep up with developments in the field. Findings – Changes include:new analytical tools and ways of looking at strategy issues; new concepts and terms appear in the literature; companies encounter new or different kinds of strategic issues; and each new edition has to include the latest and best examples of “strategy in action.” Practical implications – Sample practical suggestions: “A case can be made that a disproportionate amount of the research being published in today's “top tier” journals makes little difference to the practice of strategic management.” “To restore relevancy, business‐school deans and faculty must begin to place far higher scholarly value on research that truly advances the practice of management.” “I think we are now seeing a new trend, where more and more of the younger faculty lack training in the case method and are uncomfortable using it.” Originality/value – The authors have watched strategic management literature develop and have a unique perspective on how the teaching of strategy has evolved.