This paper presents the findings of a grounded theory study of the development of strategic ideas in a multinational organization. By drawing on the rich data generated from this longitudinal in-depth fields study, this paper provides a theoretical framework for the development of strategic ideas.

Twenty years ago strategy was synonymous with formalised strategic planning. Nowadays, although strategic planning systems still exist in organisations, they are not seen as the main or only vehicle through which strategies actually develop. It is recognised that other managerial processes play...