This chapter conceives of strategy process as a sequence of events characterized by social interactions and change that evoke emotions which importantly impact outcomes. The chapter reviews existing theory and research, combining insights from previous studies to develop a prescriptive framework that positions emotion management as the central explanatory factor in the strategy process. The framework suggests alternative emotion management roles that effective managers perform during three phases of the strategy process: definition, impetus, and context determination. Recognizing that emotion management may be viewed as manipulative and selfish, the authors suggest “practical wisdom” as a well-suited ethical principle. They conclude with a discussion of research opportunities suggested by their model.