A Store Manager's Account of His Company Strategy: A Pilot Study

Elbasha, Tamim (2011). A Store Manager's Account of His Company Strategy: A Pilot Study. MRes thesis The Open University.

DOI: https://doi.org/10.21954/ou.ro.0000f1e9


A growing number of scholars in the strategic management field adopt a humanised approach to research via studying strategists and their strategising activities. However, most research is still centred on middle and top management. The pilot study described here illustrates the importance of looking at strategising among first line managers who are becoming increasingly active strategists in certain modern organisational structures.

Besides serving as a pilot study for future piece of research, this study attempts to explore how a retail outlet manager perceived his organisational strategy. It also looks at the connection between some of his daily activities and the company’s strategy. This was achieved with a single case study design and analysis of data set produced from observing weekly meetings and interviewing the manager.

This pilot study indicates that the store manager sees two strategies within his organisations - an overall strategy and a localised version of that strategy. Further, he is unaware of his strategic agency and that communication is an important part of strategising. These findings support the need for more studies on strategists and strategising activities and confirm the rationale for conducting a full-scale research using a comparative case study approach.

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