Corporate strategy revisited: a view from complexity theory

Despite its long tradition and well-known contributions, corporate strategy research is yet far from being mature. This paper proposes an innovative framework that approaches the field from the theoretical perspective provided by complexity theory. We propose to see the corporate level of the organization as the driver, pacer and framer of the overall firm's evolution process. Drive is provided by the cognitive representation of the corporate fitness landscape that is implicit in the firm's corporate plan. Pacing is a consequence of the kind of strategic initiatives ('search strategy') developed by the company. Framing is achieved through the architectural design that the corporate level implements for the firm. European Management Review (2004) 1, 96-104. doi:10.1057/palgrave.emr.1500005