Strategy tools: who really uses them?

Purpose – The paper complements other published material on strategy tools by presenting a picture of how practicing managers use tools and concepts in strategy activity. Design/methodology/approach – The paper draws on interviews with a diverse set of managers. The interviews explored how these managers used tools in a chosen strategy activity. Findings – The paper presents a profile of how managers use tools that refines and challenges existing studies. Writing on strategy tools often implies strict application of the tools. In practice, managers take parts from different tools and mould them to suit pre‐existing business objectives and processes. This requires them to have a wide knowledge of tools and to reflect on them critically. Managers use tools as a source of inspiration as much as for communication or for facilitating initiatives. When looking to extend their knowledge, they seek new ideas, not packaged solutions. Practical implications – The implication for managers is to focus on reconstructing tools to fit local needs. The paper argues that this does not mean corrupting tools and is more effective than seeking better tools that already fit. Originality/value – Prior studies of strategy tools have focused mainly on the extent of tool use. This paper considers in more depth how managers enact these tools within their firms, and hence advances from the study of fads to the study of strategy practice. Its findings are relevant to those who devise and communicate tools as well as to managers.