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