Why Great Strategies Spring from Identity Movements

  • Rao H
  • Dutta S
Citations of this article
Mendeley users who have this article in their library.


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.




Rao, H., & Dutta, S. (2018). Why Great Strategies Spring from Identity Movements. Strategy Science, 3(1), 313–322. https://doi.org/10.1287/stsc.2017.0046

Register to see more suggestions

Mendeley helps you to discover research relevant for your work.

Already have an account?

Save time finding and organizing research with Mendeley

Sign up for free