Routines, Strategies and Management
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Routines, Strategies and Management

Engaging for Recurrent Creation ‘At the Edge’

Simon Grand

The dynamic interplay of routines, strategies and management allows companies to successfully move forward within their industries. This book contributes to a coherent conceptualization of strategy, organization and management from a practice perspective, identifying strategy as realized in the action. Simon Grand provides a theoretical framework and detailed exploration in the context of two attractive empirical cases. He discusses topics such as theorizing routine dynamics, managerial engagement and managing routines as strategies to provide a detailed exploration of the importance of organizational routines for strategy.
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Chapter 4: Managing routines as strategies: a case in haute couture textiles

Simon Grand


We report an ethnographic study on Jakob Schläpfer (, renowned for recurrently creating the most prestigious haute couture textiles for the global fashion industry, while at the same time advancing the whole industry’s technological frontiers. This work allows us to study routines as strategies for recurrent creation ‘at the edge’ and to understand how the company’s management enacts routines as strategies, allowing it to create singular products and technologies, and to do so repeatedly.

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