Purpose – The purpose of this research is to improve the success rate and quality of outcome when strategy tools are used in practical situations. Design/methodology/approach – Draws on post‐experience teaching and uses conceptual reasoning to propose a typology of tool applications....

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...